The AM Awards 'came home' to the ICC, Birmingham on Wednesday night. The industry's biggest and most influential players were there to welcome it. Here are the winners and the highly commendeds for 2021. 

> Awards night pictures

The categories

Best marketing strategy | Best online customer experience | Best in customer service | Best aftersales team | Best sales team (new and/or used) | Community hero award |

Best new product or service | Best finance or leasing brokerage | Used car of the year | New car of the year | Electric vehicle of the year | Best EV dealership | Best used car dealership (franchised) | Best dealership | Best used car dealer group (franchised and independent) | Best dealer group (up to 10 sites) | Best dealer group (more than 10 sites) 

Headline awards

Apprenticeship programme of the year | Dealer principal / general manager of the year | Dealer group of the year | Manufacturer of the year | Business leader of the year | Supplier of the year | AM Hall of Fame

Ceremony highlights video

 

The results

Best Marketing Strategy

Winner: TrustFord
Highly commended: Shelbourne Motors

Sponsor

CarGurus PistonHeads

 

Best Online Customer Experience

Winner: Peter Vardy
Highly Commended: Perrys Motor Sales

Sponsor

SecretService

 

Best in Customer Service

Winner: Accrington Garages Vauxhall
Highly Commended: Drive Motor Retail

Sponsor

LTK Consultants

 

Best Aftersales Team

Winner: Sytner Harold Wood
Highly Commended: Marshall Mercedes-Benz of Bolton

Sponsor

Vehicle Vision

 

Best Sales Team (New and/or Used)

Winner: Marshall Mercedes-Benz of Southampton

 

Community Hero Award

Winner: Peter Vardy
Highly Commended: Swansway Group

 

Best New Product or Service

Winner: GForces' NetDirector Auto-e
Highly Commended: AutoInnovation's Tjekvik

 

Best Finance or Leasing Brokerage

Winner: Carparison

 

Used Car of the Year

Winner: Kia Sportage

Sponsor

Car Care Plan

 

New Car of the Year

Winner: Land Rover Defender

Sponsor

Fortegra Europe

 

Electric Vehicle of the Year

Winner: Ford Mustang Mach-E

Sponsor

Diamondbrite

 

Best EV Dealership

Winner: Norton Way Nissan
Highly Commended: Marshall Volkswagen St Albans

Sponsor

carwow

 

Best Used Car Dealership (Franchised)

Winner: Marshall Mercedes-Benz of Preston
Highly Commended: Humphries & Parks

Sponsor

Santander Consumer Finance

 

Best Dealership

Winner: Steven Eagell Toyota Milton Keynes
Highly Commended: Marshall Mercedes-Benz of Bolton
Highly Commended: Meadens Skoda

Sponsor

Auto Trader

 

Best Used Car Dealer Group (franchised & independent)

Winner: Hendy Group

 

Best Dealer Group (up to 10 sites)

Winner: Waylands Automotive
Highly Commended: Shelbourne Motors

Sponsor

PIB Group

 

Best Dealer Group (more than 10 sites)

Winner: Marshall Motor Group
Highly Commended: TrustFord

Sponsor

heycar

 

Headline Awards

Apprenticeship Programme of the Year

Winner: Arnold Clark Automobiles
Highly Commended: Gemini Accident Repair Centres

 

Dealer Principal/General Manager of the Year

Winner: Scott Stenning, Arbury Nissan/Peugeot Bromsgrove

Sponsor

EMaC

 

Dealer Group of the Year

Winner: Marshall Motor Group 

Sponsor

Keyloop

 

Manufacturer of the Year

Winner: Volvo

Sponsor

RAPID RTC

 

Business Leader of the Year

Winner: Daksh Gupta, chief executive, Marshall Motor Holdings

Sponsor

Premia Solutions

 

Supplier of the Year

Winner: CitNow

 

AM Hall of Fame

Inductee: Professor Richard Parry-Jones CBE, the late chairman of Marshall Motor Holdings

Sponsor

Aston Barclay