Swansway Motor Group Celebrates 23 Years Of Family Business

Swansway Motor Group is celebrating 23 years in business this September, marking more than two decades of growth, diversification and change across the UK automotive retail sector.

Founded by Chairman Michael Smyth in 2003, Swansway began when the Smyth family acquired LC Charles Ltd, bringing Audi, SEAT and Volkswagen dealerships into the newly formed Group.

Since then, the business has grown into a multi brand automotive group with more than 30 rooftops across the North West, Midlands and North Wales.

Swansway represents 10 automotive brands across its retail network, alongside its Fleet division and used car business, Motor Match. The Group also operates an accident repair centre and five TPS (Trades Parts Specialists) Centres, supporting both retail and trade customers.

The family owned business now employs around 1,200 people and generated £1.1 billion in turnover in 2025, demonstrating the scale of the Group’s growth since its formation in 2003.

That growth has taken place against a rapidly changing automotive landscape.

Over the past 23 years, Swansway has expanded its manufacturer portfolio, invested in new and refurbished facilities, launched Motor Match, developed its Fleet operation and embraced the transition towards electrification. The Group has also continued to add new automotive brands, including BYD and OMODA JAECOO in recent years.

Five of Swansway’s current dealerships, Crewe Audi, Crewe SEAT, Crewe Volkswagen, Stafford Audi and Stoke Audi, are also celebrating 23 years with the Group this September, having been part of Swansway since the beginning.

Despite the scale of its growth, Swansway says its approach to customers and its family values remain at the heart of the business.

David Smyth, Director at Swansway Motor Group, said:

“We’re proud to be celebrating 23 years as a family run business. When you look at how much Swansway has grown since 2003, it’s a huge achievement, but what makes us most proud is the people who’ve helped us get here.”

David added:

“The automotive industry has changed enormously over the past 23 years and we’ve had to change with it, whether that’s through new brands, new technologies or changing customer expectations. What hasn’t changed is our focus on looking after our people and our customers properly."

“We’ve never lost sight of our family values and they’ll continue to guide us as we look to the future.”

As Swansway enters its 24th year, the Group says it will continue to invest in its people, customer experience and the communities it serves, while evolving alongside the automotive industry.

Photo: (L-R: Peter Smyth and David Smyth, Directors at Swansway Motor Group)