Completely Motoring adds new site and brand amid record sales
By Rob Freeman | 10th July 2020
Completely Motoring has bucked the trend during the coronavirus pandemic - adding a new business to the group, taking on a fresh brand and recording record sales figures.
The Staverton-based family-run business is in the process of buying long-established Gloucester firm Clearwater Cars and has also announced a change of name and switch to Kawasaki at one of its Completely Motorbikes branches.
And all that on back of soaring sales throughout the last two months - doubling last year's figure throughout June.
For group managing director Rob Ayland, the purchase of Clearwater Cars on Bristol Road - just a few doors away from its existing site - is rolling back the years.
He said: "I bought my first car there off Peter Stojanov when I was 18. Peter has decided to spend more time with his family and is retiring.
"Completely Motoring is in the process of completing an asset purchase of the business and the name which has been established since 1964.
"It will remain trading as Clearwater Cars, Shaun Lamb will continue as general manager and will fold into part of our group."
He continued: "This will take our turnover as a group in 2021 to more than £30million and we will invest further in the site and facilities in the coming months."
The deal, which will come into operation on September 1, will retain Clearwater's current KIA dealership status but will end its MG sales operations with Mr Ayland promising an "exciting" replacement.
And it is not just on four wheels the group - which has Mr Ayland's son's James and George as directors of its motorbike and car sales divisions respectively - is seeing changes.
After taking over Skellerns Motorcycles in Worcester last year, the site will shift from Yamaha to Kawasaki and a new name - Completely Motorbikes-Kawasaki.
That sits alongside the Yamaha and Superbike showroom at Staverton, launched earlier this with the help of TV presenter Suzi Perry in conjunction with Completely Motoring's sponsorship of the British Superbike Series.
Mr Ayland said: "We invested heavily in Yamaha which has provided a real success at Staverton.
"We looked at our plans and adding Kawasaki gives is another major brand, expanding our motorcycle division with the aim of being one of the top retailers in the UK.
"We've got plans to add further locations with motorcycles a further £100,000 further investment in the Worcester premises."
He continued: "It gives us more than 400 motorcycles on display which puts us in the top 10 in the UK."
It is a very different tale to that seen by many businesses over the last few months which Mr Ayland says have provided an opportunity to look at how they function - a process which appears to be paying off.
He said: "Most people in business must have sat down at the end of March, put their head in their hands and wondered what they were going to do.
"We took the opportunity to look at the business and remodel it in terms of online, introducing e-commerce on the website and how we get the word out there. The world's changing and we've had to change with it."
"We planned all this in April, got it up and running in May and it's paying off in June and July."
He continued: "June was our record sales by a distance - double last year.
"It's happened probably because of COVID rather than in spite of it. It has given us a further opportunity."
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