Caring, Honest & Proud
About Us Caring, Honest & Proud Swansway Motor Group is a family owned and run car business.
Swansway Motor Group is a family owned and run car business
Founded in 2003 Swansway Motor Group is a family owned and run car business
  Our values of Caring, Honest and Proud are very important to us. Trust our experience and our expertise to inform your decision, whether you’re buying your first car or your hundredth.

About Us

Michael Smyth founded Swansway 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 Michael now clocking up 50 years experience in the trade and has learnt what makes a successful business…quite simply it’s happy customers.

“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 friends, and colleagues about the experience,” explained Michael.

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.”

Swansway Car Dealers

With a range of twenty approved dealership franchises covering Audi, Jaguar, Honda, 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 touch with your nearest dealership by completing the online enquiry form or phoning us directly.

Our History

Swansway Group is an ever growing multi-franchise dealer group which represents 9 brands with over 20 locations across the North West, Midlands and North Wales.

It was first founded in 2003, When the Smyth family bough LC Charles Ltd. It was then that they Acquired SEAT, Volkswagen and Audi dealerships. 2 Years later they built a Volkswagen Van Centre in Preston.

3 years later in 2006, a 4 Acre Head Office was built in Crewe with onsite ODI facilities and Bodyshop.

Another acquisition was done in 2007, which saw Wrexham Volkswagen and a bodyshop being bought from Inchcape. 2 years later, further acquisition occurred to from Walkmil Group to get a Volkswagen Van Centre in Birmingham. This was also the year that Swansway's Parts Depot opened.

In 2010 Swansway Group saw a growth in dealerships and gained 4 New sites; Swansway Chester PEUGEOT, Honda Manchester, Rochdale and Stockport.

The next 5 years Swansway Group were very successful and opened a further 3 sites and acquired another 4 brands. Along with all of this many extensions and refurbished of sites were done to Honda, Audi, Wrexham Volkswagen and Crewe SEAT sites. 2015 also saw a new Fleet facility open.

Swansway group were awarded Motor Trader Employer of the year in 2016. More locations were opened that year and Swansway acquired Thompson Motor Companies Audi sites in Blackburn, Carlisle and Preston.

2017 was the launch of Motor Match, Swansway's own used car supermarket specialising in non franchise vehicles. In that year we were also awarded Motor Trader Dealer Group of the year. Swansway Group also opened another Dealership, Swansway Jaguar Crewe.

Many exciting things happened for Swansway Group in 2019. CUPRA Crewe opened within the Crewe SEAT dealership, an additional Motor Match site was also opened in Chester and were awarded Dealer Group of the year as well as highly commended Bodyshop of the Year, finally Wrexham Volkswagen were names Dealership of the year at the AM Awards.

2020 saw the opening of 2 new sites; Van Match Liverpool and Motor Match Stafford and an acquisition of Oldham Volkswagen from Inchcape.

In 2021 Swansway Group won a handful of awards, including Bodyshop of the Year and were highly commended for the Community hero award.

Swansway Group Values Our values unite us: Caring, Honest and Proud Would you like to become a member of the Swansway family? If so, why not browse our current vacancies below, 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!

Customer Service

Our values of Caring, Honest and Proud are very important to us.

Our Customer Service Team, welcome your feedback, both positive and negative; it enables us to see the things we’re doing well and also, the things we’re not doing so well.

We try our hardest to give our customers the best possible service, all the time; however, we’re honest and we do realise that, from time to time, things go wrong.

If you’ve not been completely satisfied with anything we’ve done for you, then we’d like you to tell us about it. If you need to complain in the first instance, we recommend that you get in touch with the Head of Business at the dealership concerned. If their response or actions fall short of your expectations, then please contact our Customer care team.

You can email Liz or Sharon on or call us on 01270 864354

Supporting Our Local Communities

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

Director, David Smyth, a member of the Smyth family who own and operate Swansway Group, explained, “We’re fortunate, we’re a close family and our staff are part of our extended family; we know not everyone is so lucky, that’s why we focus on supporting children, young people and families in the communities where we operate. It’s a good feeling for us, as a company, to be genuinely helping local people and our staff enjoy getting involved, being part of something bigger than their job”.

Some of the Charities work we do includes Swansway Santa Patrol, Swansway Gingerbread Enterprise Challenge, Easter Bunny Eggs-travaganza. For every Motability vehicle we sell we fund 1 child and their carer to attend a local circus showing(Put on by Circus Starr).

We’re always open to suggestions for local charities and groups which might benefit from our support; if you have any suggestions please contact

We were honoured to have been Highly Commended for the 'Community Hero' award at the Automotive Management awards 2021.