Collins values the Mini franchise as highly as BMW’s and relishes the prospect of the range continuing to widen.

With sales of new Minis topping 50,000 in 2011 he sees good business prospects for Stephen James.

“I don’t believe there is a better combination of franchises than BMW and Mini,” he said.

“It’s not just the quality of cars and residuals – equally important are the people we deal with. It helps that Tim Abbott, the BMW UK managing director, used to be a dealer.”

But life is not easy. This calendar year Stephen James expects a turnover of £145 million, £2m down on 2011.

Collins said he learned much during the recession, which led him to reshape the business.

Smart repairs are an example. “They did not contribute a single line of revenue in our accounts in 2009,” he said.

“Now they are available at all four locations and should produce a monthly turnover of £100,000 by the end of this year

"Smart repairs are something my father never thought of doing – they are part of the way Stephen James is changing.

"They contribute to revenue and are an opportunity to see customers. When we sell a new BMW we may not see the buyer for 20 months to service their car.”

The Collins philosophy is for Stephen James to compete equally strongly for sales of used cars as for new, and to do the same with all aspects of aftersales.

The group offers a number of insurance policies, including one to protect owners from excessive rises in the cost of their fully comprehensive cover.

“We are having to run faster for a similar result,” he said. “If you can’t see clear opportunities for all sales sectors you have reasons to worry. If you don’t keep seeking new ways to increase income you will cease to exist.”

In 2011 Stephen James sold 1,990 used cars and this year’s target is 2,301, with the business using more buyers to actively look for private stock rather than bidding at auctions.

He believes BMW’s green credentials win sales, though his team needs to explain the benefits of Efficient Dynamics to customers, such as a reduction in running costs as well as cutting CO2 emissions.

Collins is keeping a keen eye on opportunities offered by digital technology because BMW/Mini customers are attracted to it.

One idea is an app to keep owners informed of progress through aftersales until their car is ready for collection.

Checks on how staff handle sales enquiries are handled in-house. “We find people respond best to live material, which can be discussed and then coaching provided when necessary,” said Collins.