Grassicks, Sytner Sheffield shine at BMW Group awards

BMW Group UK celebrated outstanding performances at the Retailer of the Year 2025 awards with Grassicks claiming the prestigious Mini Retailer of the Year title.

The Perth-based retailer impressed across multiple categories, solidifying its reputation for excellence in customer service and brand dedication.

Grassicks Garage Limited started trading in 1922 and was awarded the BMW franchise in 1971. The business had been privately owned by the Grassicks family and was one of the last few independent BMW and Mini businesses in the UK until Eastern Holdings Limited acquired the business through its subsidiary Eastern Western Motor Group in 2017.

Victoria Steel, Eastern Group franchise director, expressed immense pride in the team’s achievement, noting that Grassicks has now secured this top accolade three times since Eastern Western Motor Group acquired the business in 2017. “Paul and his team have worked exceptionally hard at putting our customers first and excelling across sales and service,” she said.

Keith Duncan, managing director of Eastern Western Motor Group, told Automotive Management: "I am bursting with pride following Grassicks Mini winning Dealer of the Year & Grassicks BMW collecting the award for customer service. Since buying Grassicks in 2017, Magnus & Victoria have worked tirelessly, supported by a superb team, to make Grassicks the best Mini and BMW dealer in Britain. Job done"

The awards, hosted by comedian Jimmy Carr, recognised BMW and Mini retailers across categories including sales, marketing, used cars, electric, and the newly introduced ‘Rookie of the Year’ for rising talent.

In the BMW segment, Sytner Sheffield took home the top prize as BMW Retailer of the Year, while other key winners included Cotswold Cheltenham for Used Cars and Sytner Coventry for Electric.

David George, CEO of BMW Group UK & Ireland, praised the winners for their commitment to excellence, stating, “Tonight’s winners exemplify the passion and dedication we strive for across the BMW Group.”

With all-electric Mini sales increasing by 55% year-on-year, David Beattie, director of Mini UK and Ireland, highlighted the essential role of retailers in this success. “Their unwavering passion ensures our customers receive gold-standard service,” he said.