Williams retained a lot of the back-end systems from its volume business to help manage the showroom. It uses the Gemini dealer management system and uses Close Motor Finance when a customer needs funds. The majority of its customers are cash buyers.

 

Future plans

Williams is not looking to expand away from the Totteroak location, although there is plenty of room on the site to grow.

The business plans to add additional profit through a new bespoke trim shop, which will recruit a specialist to create interiors for Morgan customers. It also plans to take on an apprentice.

Williams will also look to expand its racing division, with its own team, as well as running customers’ race cars.

Henry said: “I’m also looking at building our own global parts business up. I want my business out of this rural location to be a worldwide brand.

“I won’t expand out of where I am because I don’t think I need to. A lot of the business does come from customers who like seeing me and my father around. We’re asked about expanding beyond this site, but I just keep saying no.”

AM mentioned McLaren as a potential fit and the idea was met by a smile and a suggestion to the head technician, who gave a nod of approval before talking passionately about the MP4-12C. Williams also believes Tesla and Caterham are brands that could work from the location.

Henry said: “There are opportunities out there for me. We’ve had Lotus as a franchise for almost 20 years and it is now coming back as a brand.

“I’m also talking to Twisted Land Rover, the customisation and performance company, who would like us to be a partner with them because of what we do and where we’re located.

“They’re all niche little things that are fun and will make us money.”

 

A future with Lotus

Henry Williams admits Lotus has gone through a “bizarre few years” but is now getting back to producing and selling cars.

He said: “They’re being very sensible about how they’re doing business now and how they work with their retailers.