The UK’s biggest Hyundai dealer has become even
bigger. Richmond Group, which represents the South Korean brand in Bognor Regis and Portsmouth, has now opened its third dealership in Southampton.

It takes the Richmond Hyundai workforce to 100-strong and managing director Michael Nobes said he expected to increase that further.

“I am very excited about the future for our dealer group and extremely confident in the prospects for the Hyundai franchise. Things are very much on the up.”

Nobes, who has been a Hyundai dealer for 14 years, expects to sell 1,200 new and at least 1,500 used units this year through the three dealerships. 

This far exceeds the average performance for Hyundai’s dealers, which in 2008 was 214 new car sales per outlet. In their 2005 peak year they only achieved 251 registrations each on average.

Nobes said he has no intention to represent any other franchise. The Southampton dealership will include a Renault authorised repair franchise – it occupies a former Renault showroom closed by Inchcape.

Nobes puts much of the success with Hyundai down to strong incentives and customer loyalty. Richmond offers a customer care deal which cuts servicing costs by 25% and a service plan which allows customers to spread payments weekly.

“These are tough times, but my philosophy is simple: offer a true value product, provide aftersales care and support and make sure customers are treated professionally every day.
“Do that and people will continue to support us. It is a two-way street – we look after each other.”

In sales, guaranteed minimum part-exchange allowances are among the tools used to draw customers into the showrooms. Richmond’s website is marketing i10 new from £6,595, i20 for £6,995 and i30 for £9,895. Such offers undercut the cars’ list prices significantly.

“We are finding that many punters are buying one of our new Hyundais despite these tough times when they get so little on savings with banks and building societies. 

“The fact that servicing can be had on a weekly basis payment-wise means 12,000-mile attention can be found for just £2-£24 a week, which is a big bonus on top of a reduced initial asking price.

“We have always done business on a value for money basis and this is why we are the number one Hyundai dealership in the country.”

This is confirmed by the Korean car company, which described Richmond as “a great ambassador”.