Family-run Scots dealer named Suzuki's Dealer of the Year

Monday, 11th January 2021, 11:03 am
Updated Monday, 11th January 2021, 11:03 am

Scots dealership, Pearson of Wemyss Bay, has fought off competition from across the rest of the UK to be crowned Suzuki National Dealer of the Year. The announcement was made at its National Dealer Conference which was broadcast online due to Covid-19 restrictions.

Six businesses received Regional Dealer of the Year awards. These were: Pearson of Wemyss Bay (Renfrewshire); Luscombe Suzuki Leeds (West Yorkshire); Ludlow Motors Suzuki (Shropshire); Newmans Suzuki (Hampshire); Sportif Suzuki (Oxfordshire); and Tracks of Exeter (Devon).

The Scots dealership was then named number one in the UK.

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Established in 1901, Pearson is one of Scotland’s longest-established car dealerships to still remain in the hands of the founding family. They have locations in Wemyss Bay and in the North Ayrshire town of Largs, just a few miles down the coast.

The business was started by John Pearson whose grandson, David Pearson, is the company’s managing director and dealer principal. David’s son, Ross manages the Largs operation and his daughter Emma deals with administration for both locations.

“We at Pearson's are absolutely delighted to be awarded Suzuki's ultimate accolade of UK Dealer of the Year,” David Pearson said. “It has been a particularly difficult year due to the Covid situation, however our loyal staff have continued to deliver first class sales and service to our equally loyal customers.

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“Pearson's works on the basic principles of personal service, familiar faces, and certainly no menu phones. Just good old-fashioned customer service and attention. We treat everyone who steps over our threshold as we would like to be treated ourselves. It’s as simple as that.

“We pride ourselves in stating that, if you come in for a 50p bulb or a £50K car, you'll get the same service.”

All dealerships within Suzuki’s nationwide network were evaluated using the same criteria to determine the regional, national and customer service winners. Each site was assessed on the percentage of target sales achieved, the finance penetration percentage, the Sales Customer Satisfaction Index (CSI), the Service CSI, Customer Retention, the number of parts sold as well as quantity of accessories sold.  The figures were then aggregated on a balanced scorecard to reveal the top dealer in each of the categories.

“It is an honour to recognise the achievements of our network over the last 12 months, which are made even more important due to market conditions and the heavy restrictions we are currently experiencing,” Dale Wyatt, director of automobile at Suzuki GB, said.

“We would like to congratulate all our award winners, they have shown exemplary standards of work and customer service, and without them, we would not be in the strong position that we find ourselves in today as we begin the new year.”