The company already has retail operations for Citroën, Fiat and SsangYong, but dealer principal Jo-Ann Tinson believes the additional franchise will act as a halo brand for its Elizabeth Way site.
“This greater selection of cars will help us attract a broader range of customers. Subaru is a very desirable marque, and there are only three other dealers for it in Essex, so we’re really pleased to get it,” says Tinson.
Marketing is already under way, starting with £10,000 of radio advertising.
Her father, Vince Green, began the business in 1973 with just the Fiat franchise. The other brands were added in the last decade. Tinson believes adding extra franchises to one site makes sense for small franchised dealers, because it allows them to keep overheads manageable yet increase turnover and footfall.
The company invested £150,000 in the new showroom. Tinson expects it to sell 300 new and used units a year.
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