9:08 am, November 13, 2026
In the world of supercar dealers, few have enjoyed the success of the family-run Romans International.
Set up by former Fiat salesman Paul Jaconelli in 1994, the firm has grown into one of the motor trade’s biggest success stories, picking up multiple awards along the way.
These days, Jaconelli is joined at the top of the firm by his son Tom, who recently celebrated 15 years with the premium outfit.
To mark the milestone, the Jaconelli has been sharing the biggest lessons he has learnt during his time buying and selling of some of the world’s rarest and most expensive cars.
In a LinkedIn post, he said: ’15 years ago, I joined Romans having previously worked in the film industry, knowing considerably more about filmmaking than buying supercars.
‘Since then, I’ve been fortunate enough to buy and sell some extraordinary cars, meet some fascinating people and learn an enormous amount about the industry, particularly from my dad, who’s spent pretty much his entire working life in the motor trade.’
Here are the 15 lessons Jaconelli says he has learned over the last decade-and-a-half…
1. I’d rather have the right car at the wrong price than the wrong car at the right price
Jaconelli says: ‘I’ve learned that a car with the wrong specification or questionable history is often never quite cheap enough, whereas I’ve often paid what seemed like too much for exceptional examples, only for them to prove to be great purchases.’
2. The more expensive the car, the more important the relationship
Jaconelli says: ‘At £200,000 or £300,000, great marketing and the right stock can attract plenty of potential buyers.
‘At £4m or £5m and beyond, you’re dealing with a much smaller pool of people, many of whom are buying on your advice.
‘At the very top end, trust, discretion and long-standing relationships become increasingly important.’
3. Rare doesn’t necessarily mean desirable
Jaconelli says: ‘The supercar industry loves talking about production numbers. Only 50 built, 1 of 10 UK Cars, Only 5 built worldwide etc.
‘But just because something is rare doesn’t automatically make it valuable. There still has to be demand.
‘I’ve seen plenty of supposedly exclusive cars struggle to find buyers, while more common models have become incredibly sought after.’
4. You don’t have to love everything you sell
Jaconelli says: ‘Over the years, I’ve bought plenty of cars in colours or specifications that I wouldn’t personally choose, and sometimes questioned whether we’d ever find the right buyer.
‘But what might be undesirable to the majority can be exactly what one person has spent years searching for, and they might even pay a premium for it.
‘The key is understanding whether there’s a market for something, rather than letting your own preferences dictate what you buy.’
5. The supercar market is far from an exact science
Jaconelli says: ‘My dad’s generation built their businesses largely on experience, relationships and gut feel. Today, we have access to an enormous amount of data on pricing, stock levels, market trends and what our competitors are doing.
‘I’ve learned that neither approach is enough on its own today. Some of the best buying decisions come from combining old-fashioned instinct with modern-day analysis.’
6. If a car looks like it’s had a hard life, walk away
Jaconelli says: ‘One of the simplest lessons I’ve learned from buying supercars. If a car looks neglected on the surface, there’s a good chance there are more problems underneath.
‘Even if you’ve allowed enough margin to put everything right and still make a profit, it often proves to be a false economy when you factor in the time and work involved. And sometimes, no matter how much you spend, the car is never quite right.’
7. Being first to market isn’t always an advantage
Jaconelli says: ‘Everyone wants to be the first dealer advertising the latest limited-production supercar, particularly when there’s a substantial premium involved. But being first also means taking a risk.
‘Buyers sometimes prefer to wait and see where the market settles. I’ve learned that being early can be hugely rewarding, but sometimes you’re simply too early.’
8. The supercar market doesn’t move in a straight line
Jaconelli says: ‘I’ve witnessed some enormous changes in supercar values over the last 15 years, from periods when almost everything desirable seemed to be appreciating to corrections that caught plenty of people out.
‘Even the most sought-after cars aren’t immune to market movements. Nobody has a crystal ball, and I’ve learned never to assume the market will continue doing what it’s doing today.’
9. Cash is king
Jaconelli says: ‘In this industry, opportunities can appear and disappear very quickly. Having the financial capacity to act decisively when something special becomes available is a huge advantage.
‘Equally, having too much money tied up in the wrong stock can prevent you from taking advantage of those opportunities.
‘Sometimes liquidity is more valuable than another car on the forecourt.’
10. Your reputation with competitors matters almost as much as your reputation with customers
Jaconelli says: ‘The supercar industry is a surprisingly small world. Having good relationships with fellow dealers, including franchised dealers who might naturally see us as competition, has opened an enormous number of doors over the years.
‘Recommendations, introductions and opportunities often come from unexpected places. There’s very little to gain from unnecessarily making enemies.’
11. Be a good person. Just don’t assume everyone else is
Jaconelli says: ‘This is something my dad has tried to teach me for years.
I’ve always been inclined to see the good in people and take them at their word. But the motor trade attracts all sorts of characters, and not everyone operates with the same integrity.
‘I’ve learned to be much more cautious and do my own due diligence, without letting it change how I treat people myself.’
12. Not every customer is worth having
Jaconelli says: ‘When I was younger, I was determined to keep everyone happy and never burn bridges. I always took a long-term view and was willing to sacrifice profit to build lasting relationships.
‘But I’ve learned that not every relationship deserves that investment, whether it’s with customers, brokers or fellow traders. Some become so one-sided that the time, effort and headaches simply aren’t worth the return.
‘Sometimes it’s better to just delete their number.’
13. What makes you different today might be standard practice tomorrow
Jaconelli says: ‘I joined Romans from the film industry with relatively little motor trade experience, but bringing a fresh perspective helped us become early adopters of Instagram, YouTube and digital marketing generally.
‘What I’ve learned since is that everyone can see what you’re doing. Successful ideas get copied, competitors catch up and what once made you different becomes standard practice.
‘You have to keep evolving.’
14. Never lose sight of what made you successful in the first place
Jaconelli says: ‘Romans built its reputation on exceptional examples: low mileage, high specification, outstanding provenance and genuinely special cars.
‘As we’ve grown, I’ve learned how important it is to protect those standards. The quality of the stock, the preparation, the photography and the smallest details all contribute to your reputation.
‘They’re also the very things you risk compromising if you become too focused on growth.’
15. Not every business is built to scale
Jaconelli says: ‘When I joined Romans, we were selling around two cars a week. Over time, that grew to five, six or seven, and at one point it wasn’t uncommon for us to sell 10-15 cars a week.
‘Higher volume brought more turnover and finance income, but also more overheads, greater complexity and less time to nurture customer relationships and develop our staff.
‘Scaling an ultra-high-end business built around individually sourced cars, personal relationships and the expectations of high-net-worth clients is very different from scaling a conventional dealership.
‘Sometimes becoming better is more valuable than simply becoming bigger.’