Peoples ends four decades of Ford exclusivity as it ushers in new Chinese brands

Peoples is to expand beyond its 42-year history with Ford to include Chinese brands BYD and Omoda/Jaecoo across its dealerships in Scotland and England.

In 2022, Peoples said it was considering new car retail franchise partnerships after years of solely representing Ford. At the time Brian Gilda, chairman of the Falkirk-based AM100 car retail group, suggested that the UK’s economic uncertainty, Ford’s shifting business model and the challenge of transitioning long-standing customers of the now- discontinued Fiesta into a new car had all played a part in the decision.

Announcing its latest financial results which saw a 7.6% drop in turnover to £283.449m and pre-tax profits falling from £7.255m in 2023 to £4.604m, Gilda cited these figures as the reasoning behind the strategic shift despite strong performances in commercial vehicles and record-breaking aftersales.

The group comprises six Ford main dealerships – three in Liverpool in Bootle, Prescot and Speke and three in central Scotland in Edinburgh, Livingston and Falkirk.

Going forwards, five out of six of the bases will now have representation from Chinese brands BYD and Omoda/Jaecoo alongside Ford.

Gilda said: “This is an exciting new era for Peoples as we introduce new global brands. Change, or becoming different, is fundamental to our wellbeing and long term success, and we are excited by the growth opportunities our new Chinese partnerships will bring. These brands are industry leaders and it speaks volumes that they chose us to represent them.”

He added: “While it’s disappointing to see our figures down, it’s certainly not surprising – a similar pattern is being seen across the industry. Ford passenger vehicle results were down partly due to reductions across the Ford passenger car line-up, while used car sales were badly affected by a rollercoaster ride of values.”

“However,” he noted, “our commercial vehicle results were outstanding and our aftersales results were record breaking.”

Highlights from Peoples’ Ford passenger vehicle range included Puma as well as the all-electric Ford Explorer introduced in Q3 and the all-electric Ford Capri introduced in Q4.

Introduction of the new Chinese brands is already well under way with Peoples introducing BYD in January this year with Atto 3 and Seal. Omoda/Jaecoo followed in September.

Gilda said: “We are bringing in the new brands in phases across our six dealerships in central Scotland and Liverpool and we expect this to be completed in early 2025. We have already earned the highest customer satisfaction score in the UK for BYD which is testament to our commitment to outstanding service as we bring our new offering to our valued customers.”

Outlining the roll-out plans across its six dealerships, Peoples said that in Scotland, Edinburgh will offer Ford cars and commercial vehicles as well as Omoda/Jaecoo with plans to invest in a dedicated, flagship showroom to showcase the brand.

Livingston will remain with Ford, while Falkirk will be solely Omoda/Jaecoo. In northwest England, Bootle will offer Ford cars and commercial vehicles as well as BYD, while Speke will offer Ford cars and commercial vehicles, plus Omoda/Jaecoo, and Prescott will have Ford cars and BYD.