MG’s strikes gold by the seaside

New jobs and rapid sales – that’s the success story from MG’s latest new dealership.

DRM Motors in bracing Skegness opened just a few days ago, but has already chalked up orders for four new MG3s and the dealer’s test drive diary is filling up fast.

The family-owned business, in the heart of one of Britain’s best-loved traditional seaside holiday towns, predicted that the MG brand would be an instant success. So they hired new staff to help cope with demand.

Dennis Maltby, who started the business with his wife, Anne, exactly 50 years ago, said: “It’s a good job we did because as soon as people heard we were being appointed as an MG dealer, we started to get lots and lots of interest.

“MG’s given us a great Golden Anniversary present and it seems that the people of Skegness are keen to join in the celebrations too.”

DRM Motors has taken on a new sales executive, a new stores operator and next week an apprentice technician joins the ranks of the 12-strong dealership in Beresford Avenue. The youngster will start just in time for the arrival of  DRM’s new 2015 MG6 demonstrator.

The firm has upgraded its entire operation for the MG franchise, including having the showroom completely refurbished and new floor tiles laid. But Dennis would desperately like to get his hands on one of the town’s old “Jolly Fishermen” illuminations to hang in the showroom. The “Jolly Fisherman” was created by the old Great Northern Railways to promote Skegness as a holiday destination in the early 1900s and has become an advertising icon.

Dennis, 74, started in the motor trade as a 15-year-old apprentice and after a lifetime in the industry now plans to gradually head towards retirement. “I’ve got it down to a 48-hour week now “, Dennis joked. “So I’m heading in the right direction. But with MG on board it’s given me a new lease of life, so who knows when I might retire completely.”

Anne and daughter, Nicola, do most of the administration work at the dealership and son, Dean, heads the sales and service side of the business.

Dennis said: “For our customer base, the value-for-money offered by both the MG3 and the MG6 are proving to be a big attraction. But when you add in the comfort and the driving dynamics of both cars, you have to say that MG has got the mix just about spot on.”    

DRM Motors, opposite The Hildreds shopping centre and just around the corner from the Skegness Tower Esplanade and Promenade, will cover a territory from Theddlethorpe in the north of Lincolnshire to Boston in the south.

It becomes the eighth new MG dealership to be appointed in 2015 following 24 new dealership openings last year. Currently the MG dealer network covers 63 full sales dealership plus a further 10 after sales outlets.

News of further new MG dealerships in various areas of the country will be announced shortly.

MG’s Head of Marketing, Matthew Cheyne, said: “We welcome DRM Motors to our ever-growing network of dealerships. We have more than doubled the size of the network in the last 18 months as we have seen a large increase in our sales.

“The exciting and hugely impressive new MG6 is already broadening our appeal. Buyers who are looking for a package of outstanding value-for money, great driving dynamics, fantastic design and comfort levels will find we beat the competition in both the MG3 and MG6 sectors of the market.”     

MG Motor UK had its best ever May registration month with 269 new MG6 and MG3 models sold. Official Society of Motor Manufacturers and Traders figures released today show MG registrations from January to May of 1,436 - a 42.46 per cent increase over the same period last year. This is far ahead of the industry average growth of 5.68 per cent. 

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