12:56 pm, December 17, 2025
With more and more of the car buying process now taking place online, a good online sales experience is crucial for any firm that wants to be successful in the motor trade.
Our Used Car Online Sales Experience of the Year title celebrates the businesses which gave customers the best digital buyer journey and this year the prize was scooped by Infinity Motors.
The outfit impressed our judges with its polished website, strong digital support and excellent results in our mystery shopping programme, which were enough to see of tough competition from Highly Commended outfits, Frosts Cars and Pine Lodge Cars.
Based in Swindon, Infinity Cars was founded just three years ago but has quickly developed into one of the fastest-growing used car dealers in the country.
The firm is led by former civil engineer Sohib Ghafouri, who will be a headline speaker at Car Dealer Live in 2026.
Following the company’s success at the Used Car Awards, Ghafouri said: ‘It has been hard work and we’ve had to make a lot of tweaks and amendments but we are very very proud it’s paid off. It has been hard work for the whole team and this has been a win for everyone.
‘We’re just delighted. We work really hard all year round so to finish it off and cap it with something like this, it’s the icing on the cake. We are really really pleased.
‘You’ve got to put yourself in the shoes of the customer. Imagine you are that person who is on the couch and searching for their next car. What is that they’re looking for and what can we do to make that journey so much easier?
‘That is essentially what we do. Sometimes we play around with the system and ask customers about their experiences and ultimately we have to come up with something that works well for everyone.’
After the ceremony, Car Dealer’s editor-in-chief, James Baggott was on hand to offer his own congratulations.
He said: ‘This award focuses specifically on the digital buying journey — from finance tools to part-exchange features and online support.
‘This year’s winner — Infinity Motors — wowed our judges with a polished website, great customer guidance and excellent performance in our mystery shopping. Well done to the whole team!’
Used Car Awards host, Wheeler Dealer Mike Brewer, added: ‘Very well done to Infinity Motors.
‘To know that you are delivering the best used car online sales experience in the UK must be a tremendous feeling and I hope the team are proud – this is a banging result for everyone involved.’
