Swansway Garages takes over Citroen in Chester

Time 8 years ago

73605cit-5279A FAMILY-RUN dealership group based in Crewe has taken over the operation of a Citroen outlet in Chester.

Swansway Garages Ltd will now take care of the day-to-day running of the Citroen dealership, after the French manufacturer appointed the firm to operate its sales, service and parts contracts.

Swansway handles a variety of premium and volume brands including Audi, Land Rover and Volkswagen throughout the North West, but has never before been associated with Citroen.

In the coming months, the group also plans to build a brand new facility for its new partner, complete with a showroom concept purely for the DS line called ‘DS Salon’.

Chairman of Swansway, Michael Smyth, said: ‘We have been in discussions with the Citroen franchising team for some time now, waiting for the right opportunity to join the network.

‘Chester is a great city and we already operate the Peugeot franchise there, so we see some synergies in taking on its sister brand. We can’t wait to move into the new facility and give Citroen the quality of representation it deserves.’

Citroen’s head of network development, Jonathan Sloan, added: ‘Our brand is now able to attract top-quality operators like Swansway because we are doing lots of things right.


‘Returns for the network are up for the fifteenth month in a row, market share is on the increase and our brand value is growing with customers all the time.

‘We want to attract long-term partners that share our enthusiasm for the brand and are willing to go the extra mile for our customers. We have no doubt that Swansway are the right people for the job in the Chester area.’


Car Dealer Magazine's avatar

Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

More stories...

Server 190