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Dealers race for Monaco places

Dealers are competing to win places on a four-day trip to Monaco next April in a marketing incentive launched by Bridford Financial Solutions, which specializes in loans for top-end cars.

Owner Tim Marlow says all UK motor retailers can compete for places.

Members get one point for each Bridford deal transacted up to £50,000, two for between £50,001 to £100,000 and three on those over £100,001.

Marlow said: “Car dealer incentives are rare in this economic climate, but we have experienced year-on-year growth for some time with leading prestige dealers.”

To go to Monaco dealers must amass 30 points between September 1 and November 30 – £1 million in loans was provided through dealers in the first seven days.

More than one place per dealership sales point is allowed as long as each collects 30 points.

Last year Bridford underwrote £30m for independent and franchised car dealers to finance brands including Ferrari, Lamborghini, Bentley, Aston Martin, Land Rover and Rolls-Royce.

Most Bridford advances are in leasing deals for wealthy people seeking attractive finance schemes, and with no wish for eventual ownership.

Premiership footballers are among the firm’s customers.

The Finance & Leasing Association says car users are increasingly turning to leases – in quarter two their value for retail drivers rose 55% year-on-year (from £66m to more than £100m).

The FLA says that in the year to July dealer finance took 57.6% of motor finance, up from June’s 57.0%.

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