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Sytner Group is the 2022 AM Awards Community Hero Award winner

Sytner Group is the 2022 AM Awards winner of the Community Hero Award.

In a year, Sytner Group increased its yearly donation to its long-term charity partner, Ben, from £40,000 in 2021 to £100,000 in 2022, alongside running fundraising events, throughout the year.

It has also committed to take part in community events going forward, including Leicester Pride, which colleagues first took part in 2021, where it had a stand at the event to talk to individuals about its diversity and inclusion strategy.

The business has also recently implemented changes in diversity and inclusion to benefit colleagues, community, and the wider workforce to help make opportunities readily available for all.

The group has set up working groups to include all colleagues and provide them with a platform where their voices can be heard. A strand to this is the LGBTQ+ working group that will be organising and fundraising around Leicester Pride 2022.

The group also ‘gives back’ to the community via the ‘Yes Project’, in partnership with Leicester Cares, which has been ongoing for more than 20 years – where colleagues visit schools and partake in mock interviews with year 10 and 11 students, to help develop their interview skills.

In the programme, Bentley Leicester, Audi Leicester, and Porsche Leicester take part in dealership tours with young offenders and school leavers.

The group gives individual dealerships the autonomy to choose charities and fundraising events to support, to encourage more active participation by colleagues, and each colleague receives one day off a year, fully paid, to support a charity.

All the group’s fundraising and knowledge sharing activity is communicated internally through a monthly newsletter to all colleagues, which was launched at the start of pandemic to help keep colleagues informed.

The group also circulates regular emails to encourage colleagues to participate in future charitable activities.

The charity work ties into the group recruitment strategy to retain and gain the most diverse talent.


Highly commended:

Arnold Clark Automobiles




  • Angus Mackinnon
  • Arnold Clark Automobiles
  • CarShop
  • Hendy Group
  • Sytner Group
  • TrustFord

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With this in mind, AM asked suppliers of some of the critical technologies dealers can use in their businesses, whether at the front end or in back-of-house functions, to share their latest developments and technologies for the AM Dealer Technology Guide.


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