The exercise is being piloted at its Volvo and Hyundai showroom in Wolverhampton at a cost of £20,000-25,000. If the new name is well received by customers, it will be extended to Midcounties’ other dealerships in Newbury, Oxford, Swindon and Wantage.
“We are different to other motor groups because we are a co-operative that is member-owned and controlled locally,” says group general manager, Richard Shepherd.
“Customers can become members and have an involvement in the business. Members receive a share of the profits through a dividend on their purchases. The dealerships have ethical working practices and, throughout the society, we return a percentage of our profits to the communities we serve.”
Midcounties is the UK’s fourth largest co-op and has operated a dealer group since 1984. It represents Volvo, Volkswagen, Mazda, Mitsubishi and Hyundai.
Shepherd adds: “Co-operative businesses have a long tradition in the Midlands.
“Being a trustworthy organization with ethical values is important for us as a car dealership. We wanted to tell people that we are a local co-operative and can offer all the benefits they enjoy from our other trading groups, like food stores and travel agencies.”