North West based Swansway Group has taken on the Jeep franchise for the first time and is adding the 4x4 brand to its multi-franchise site in Chester.
Jeep SUVs will be added to the Huntington site which already retails Citroen, Fiat and Abarth.
Swansway Chester operations director Andrew Wakelin said: "The opportunity to take on the Jeep franchise was simply too good to miss. Jeep is to 4x4 vehicles, as Hoover is to vacuum cleaners; this iconic brand has a rich heritage, which it has remained true to since its launch in 1941.
“Jeep is less of a brand and more of a way of life; this sits well Swansway, where we are known for our family values of caring, honest and proud and we are most certainly proud to be representing the Jeep franchise in Chester”.
The acquisition of the Jeep franchise brings the number of brands represented by the Swansway Group to 10, which includes another marque synonymous with 4x4 vehicles, Land Rover.
Group director Peter Smyth said: “Our vision for growth has always been a simple one; the right brands, in the right location, with the right people.
“Jeep is a fabulous authentic brand with a great product; Chester is a fabulous city to do business in and with Swansway currently sitting at 32nd in the Sunday Times Great Places to Work list and 13th in Great Places to Work survey, we know our staff are happy and our CSS scores prove that our happy staff are making our customers’ happy. All the right ingredients for our philosophy for growth."