About Swansway Motor Group

“Making your customers happy is the only sure way for a business to survive, happy customers come back again and again and they tell their friend, and colleagues about the experience.”

Michael Smyth

Swansway Motor Group is a family owned and run car business

Michael Smyth founded Swansway Motor Group in 2003, he had over 35 years in the motor trade, and he was joined by his three sons, David, John and Peter, all of whom are motor industry born and bred. Swansway has grown and thrived in the intervening years and with the Smyth family now having over 55 years experience in the trade and has learnt what makes a successful business…quite simply it’s happy customers.

Peter, John and David have all followed their father into the business and all have the same ethos and attention to detail. “If I see litter on any of our sites, I pick it up and quick!” said Peter. “I don’t call for someone else to clear up, I roll my sleeves up and get involved and so do all the family. The motor trade is in our blood, and we try our hardest to make our customers feel special.”

Why Choose Swansway?

With a range of thirty approved dealership franchises covering Audi, BYD, CUPRA, Honda, Jaguar, Land Rover, Peugeot, SEAT, Volkswagen and Volkswagen Commercial Vehicles, as well as a state-of-the-art accident repair centre, you can be assured that the Smyth family will ensure that these excellent brands are backed up by excellent customer service.

Trust our experience and our expertise to inform your decision, whether you’re buying your first car or your hundredth.

Get in contact to find your next car

Swansway’s Story

2003

First founded in 2003 when the Smyth family bought LC Charles Ltd, they acquired their first Audi, SEAT and Volkswagen car dealerships, over two decades later Swansway has expanded to a total of 30 dealerships.

2005

In 2005, Swansway went on to build a Volkswagen Van Centre in Preston. Swansway built its four-acre Head Office in Crewe, with onsite PDI facilities and an Accident Repair Centre in 2006, three years after the business was founded.

2007

In 2007, Swansway acquired its Wrexham Volkswagen dealership from Inchcape, this was closely followed by another acquisition two years later, from the Walkmill Group, with Swansway acquiring its Volkswagen Van Centre Birmingham dealership. In 2009, the Group also opened its Parts Depot, based in Crewe.

2010

2010 was a year of growth for Swansway Motor Group, which gained four new dealerships, including Swansway Chester Peugeot and Swansway Honda Stockport.

The Next 5 Years

The next five years saw Swansway open another three dealerships and acquire a further four brands to represent. Alongside the expansion of its franchise network, Swansway also invested in the refurbishment and expansion of some of its Audi, Honda, SEAT and Volkswagen dealerships. 2015 also saw the Group open its new Fleet facility based in Crewe.

2016

In 2016, along with winning the Motor Trader Employer of the Year, Swansway Motor Group also acquired Thompson Motor Group and three of its Audi centres, Blackburn, Carlisle and Preston.

2017

Taking on the used car market in 2017, Swansway launched Motor Match, its used car supermarket division, which now operates in five locations. It was also the year that the Group opened the Swansway Jaguar Crewe dealership.

2019

Adding CUPRA to its repertoire in 2019, CUPRA Crewe opened within the Crewe SEAT retailer.

The following year saw Swansway make another acquisition from Inchcape, this time the Oldham Volkswagen dealership.

2021

In 2021, Swansway Motor Group won a handful of awards, including the Bodyshop of the Year and a commendation in the Dealership Group of the Year category at the Motor Trader Awards, as well as a commendation for the Community Hero Award at the AM management awards.

2022

2022 saw the opening of a brand-new dealership in Oldham, relocating its Oldham Volkswagen retailer into the new custom-built, state-of-the-art dealership, it sits alongside the Group’s newest Volkswagen Commercial offering, Volkswagen Van Centre Oldham.

2023

Celebrating its 20th anniversary in 2023, and adding two Cheshire BYD dealerships in early 2024, as well as Oldham SEAT & CUPRA later on in the year. As well as this, Swansway Motor Group has scooped an award at the 2023 Car Dealer Used Car Awards.

2025

So far 2025 has brought even more changes with Motor Match Stafford relocating to Motor Match Stoke and the opening of our brand new BYD Centre, BYD Stoke. Swansway Motor Group is currently a multi-franchise dealer group representing nine brands with 30 locations across the North West, Midlands and North Wales.

This year has also seen our sites, Motor Match Crewe, Chester, Stockport and Stoke winning a Top Value Dealer Award from CarGurus and Swansway Motor Group have been recognised as Highly Rated in the prestigious Autotrader Awards 2025.

swansway group directors peter david michael john

Join the Swansway family

Would you like to become a member of the Swansway family? If so, why not browse our current vacancies, pop your details into our application form along with a copy of your recent CV and covering note and apply today?

We’ll pass this straight on to our helpful HR Team and the next step is simple – we’ll give you a ring to arrange a time and date that suits you best for you to come in and meet us in person!

Search Swansway Motor Group Vacancies

Supporting Our Local Communities

Each year we support local charities and groups involved with children, young people and families.

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