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TrustFord is the Leader in Diversity and Inclusion at 2022 AM Awards

A new category at the 2022 AM Awards for Leader in Diversity and Inclusion has been won by AM100 car dealer TrustFord.

TrustFord’s goal is to reflect the diverse customers its serves, be an employer of choice and attract and retain diverse talent who can thrive and progress in an inclusive culture.

Steps the dealer group is taking towards achieving that goal include redacting sensitive information from applications to eliminate ‘unconscious bias’ at the stage of screening applications and advertising flexible work with every vacancy.

TrustFord is also an Automotive 30% Club member, which includes participation in its ‘Speakers for Schools’ programme and securing recognition of women through its ‘Inspiring Women’ initiative.

In 2021, a cascade process began to engage senior management through a series of calls with board members to help demonstrate its commitment to its diversity and inclusion (D&I) agenda.

TrustFord has been working with Fiona Daniel (FD2i) to develop the strategy further – holding sessions with the board to share insight and data supporting how a diverse leadership drives more successful businesses. Feedback from the sessions has been distilled into the strategy, the framework is being developed and cascaded through the business.

The car retail group has a five-year plan which it aims to deliver to by communicating D&I plans internally, encouraging an ‘inclusive culture’ via listening sessions and surveys and tracking and measuring progress by setting D&I aspirations.

A chat group has also been set-up for female colleagues on the colleague app - where information can be accessed any time. Senior women in the group also mentor women who may need help developing their skills and confidence.

TrustFord also promotes support provided by automotive charity, Ben, including Silvercloud – Ben’s digital platform to help colleagues manage their mental health and wellbeing.

The car retail group also provides mental health training and shares stories of how colleagues are encouraging each other through wellbeing activities and ‘wellbeing days’.


Highly commended:

LSH Auto



  • LSH Auto
  • Sytner Group
  • TrustFord

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