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As Read Motor Group marks its 15th anniversary, we reflect on the remarkable journey that has led to this milestone. The Grimsby-headquartered dealership group has come a long way from its single Hyundai dealership, opened during the midst of a recession in 2010, evolving into a thriving, multi-brand group. The company has flourished under the leadership of Mike Read, the Managing Director; in this exclusive interview, Mike shares his insights into the company's evolution over the past 15 years, the challenges faced, and the future direction of Read Motor Group.
From an initial dealership to becoming a trusted name in the automotive industry, Read Motor Group's story is one of growth, dedication, and a deep focus on customer satisfaction.
Join us as we explore the journey of Read Motor Group, celebrating 15 years of success and looking forward to what the future holds.
"Well, it all started with a single Hyundai dealership back in 2010. It was a challenging time—the middle of a recession—but I saw an opportunity. Hyundai had an eye-catching range, with great models coming through, taking the brand to a whole new level. Meanwhile, the government's scrappage scheme gave customers a real incentive to upgrade their cars, at the same time as introducing a new and wider range of customers to the brand. From there, we took the very simple approach of working hard to build a strong reputation for great service, with a professional and friendly approach all along the way."
"That's right. What started as one site has grown into a network of 11 dealerships across the North and Midlands. We've remained family-owned and run, and I take great pride in that. Our focus has always been on looking after our customers for the long term, so they'll come back to us again and again."
"Yes, over the years, we've welcomed new brands into the group—Suzuki, MG, Jeep, and Alfa Romeo—each bringing something unique to the table. But no matter the brand, our core values of great service and expert advice stay the same."
Overcoming Challenges & Embracing Change
What challenges have you faced along the way?
"Fifteen years is a long time in the automotive industry, and during that time, we've faced our share of challenges. As in any other business, we've had to adapt quickly - and I think that's key. Be it the seismic challenges of the Covid-19 pandemic, the rapid introduction of electrified vehicles, or simply the current economic uncertainty, we turn to our loyal customers to ensure they feel supported throughout it all. And that strong foundation of trust, no matter the circumstances, is evident I hope in some of the accolades we've won along the way - like the Hyundai Customer Focus Dealer of the Year."
"We've always been forward-thinking, especially when it comes to new technology. The rise of hybrid and electric vehicles has been a real game-changer, and we've invested in training our teams to ensure they can provide expert advice and after-sales support. Customer expectations have also shifted—digital channels play a much bigger role now, so we've worked hard to enhance our online presence and making the whole business of buying a car simpler."
What do you think has been the key to Read Motor Group's success?
"Without a doubt, it's our people. We've built a fantastic team that genuinely cares about our customers. That's why so many customers keep coming back to us—it's about trust, expertise, and giving great service.
Yes, that's right! Earlier this year, I had the honour of accepting three highly prestigious incredible awards on behalf of the whole team at Read Motor Group:
These awards mean so much to us—not just because of the recognition but because they reflect the hard work and dedication of our entire team. It's moments like these that remind us why we're so passionate about delivering the best service we can. Now, more than ever it motivates us to go further.
As the automotive industry continues to evolve, how will Read Motor Group ensure it maintains its high standards?
"Our priority is consistency. The range and the technologies may change, but we remain committed to upholding the standards that have driven our success. That means investment in our team and our facilities to embrace the changes as they are presented."
How important is having the right team in place?
"It's everything. We've always believed that great service starts with great people. That's why we invest in training, development, and creating a workplace where our team members feel supported. Many of our staff have been with us for years, and that loyalty translates into the quality of service we provide to customers. Our team is the backbone of what we do."
With so much change in the industry, how is the Read Motor Group approaching its model range?
"We recognise that customers have different needs, which is why we're focused on offering a strong model range that caters to everyone. Hyundai, Suzuki, MG, Jeep, and Alfa Romeo each bring something unique—whether it's advanced electric technology, hybrid efficiency, or traditional petrol performance. It's not just about EVs; it's about giving customers the right choice for their lifestyle and ensuring they feel confident in their purchase."
Electric cars are a big focus for manufacturers—how is Read Motor Group supporting this shift?
"We see our role as helping customers make the transition in a way that feels right for them. Our sales teams are trained to provide the best education and guidance, whether it's answering questions about charging, range, or ownership costs. For instance, we believe test drive events and customer experience days are a great way to get people behind the wheel and see the benefits for themselves. A great example of this was the MG Cyberster track day event we hosted a few months ago. It was a fantastic success, customers were able to experience the fun of driving electric, maybe even trying it for the first time. An informed decision is always the best decision."
Read Motor Group has grown significantly over the years. Can you tell us about your approach to expansion?
"Expansion is about more than just growth—it's about finding the right businesses that align with our core values. TL Darby Volkswagen was a perfect fit for us, as it was a well-established, family-run dealership, just like Read Motor Group. Geographically, acquiring this location strengthened our presence in the Midlands, allowing us to serve both existing Volkswagen, Skoda and SEAT customers whilst introducing Hyundai to new customers in the area."
Looking Forward: A Commitment to Continued Excellence
As we celebrate 15 incredible years, it's clear that Read Motor Group's journey is far from over. The road ahead is filled with exciting opportunities and challenges, but we're ready to embrace the future. We shall continue to innovate, adapt and grow, but, most importantly, we shall always keep our customers at the heart of everything we do.
Thank you for being part of our journey—here's to the next fifteen years!
