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Sims signs up as Ironside quits Nissan over quality

Nissan has officially opened its new £4 million flagship Oxfordshire dealership, operated by Derek Sims.

Sims Nissan is the former Sytner and Inchcape director’s first outlet for the brand. He also operates a Toyota dealership in Northampton, which he took on in 2002, and which won the volume dealership and recruitment categories of the 2005 AM Awards.

Sims is looking for further growth and told AM he is looking to expand soon and is considering “one or two new opportunities” with Toyota and Nissan.

“I was attracted to the Nissan brand because of the speed at which it has revived itself and repositioned its new model offerings. Nissan’s fresh approach to marketing also attracted me,” said Sims.

His view opposes that of Ironside Motors at Winchmore Hill, London, which claims to have been Nissan’s oldest dealer. Its managing director Geoff Ironside has dropped the franchise after 33 years, in favour of Hyundai.

“We have become disappointed with the quality of Nissan cars and the range available to our customers,” said Ironside.

Sims Nissan occupies a 14,000sq-ft site on the Oxford Motor Park and features a 10-car showroom, aftersales workshop and dedicated used car centre. The business expects to sell 550 new and used Nissans by the end of the year.

The management team at the Oxford site was developed through Sims’ Toyota dealership in Northampton, which won AM’s volume dealership and recruitment awards in 2005.

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