Baylis Group is parking a big new name on its brand forecourt with a breakthrough agreement to represent Suzuki.

With a team of some 400 operating network of dealerships across Gloucestershire, Herefordshire Worcestershire and Merthyr Tydfil, Baylis, whose car retailing story began with Vauxhall back in 1992, now enjoys a successful relationship with the Stellantis supergroup of autobrands as well as, at its Gloucester headquarters, MG.

In October, the firm added a new Peugeot franchise to sit alongside Vauxhall at its retail site on Cheltenham's Elizabeth Way, but the latest new agreement with Suzuki GB means the family-orientated business will also be opening its doors at entirely new premises in Staverton on Thursday, January 2.

Andy Robbins, joint managing director, said that after 2024's successes, the move marks another exciting chapter for the firm after it successfully secured the new Suzuki franchise for the Cheltenham and Gloucester area – at a location that's new for Baylis but which will be familiar to Suzuki owners.

Andy said: "Through Suzuki GB, we have taken on the lease with the landlord of what happens to be the same property on Cheltenham Road which was occupied by the former Suzuki dealer. We've created new roles for seven of the 15 staff who worked there and who had been made redundant and, while some others have found new employment, we are in talks with two more."

The firm's immediate focus, he said, will be on providing a continuity of service for previous Suzuki customers and, while final preparations are being made for the new Baylis Suzuki retail and servicing site, Suzuki GB will be writing to all past customers who they have on their system to say that the brand is back on the map for the Cheltenham and Gloucester area.

Above all, what drew Baylis to Suzuki, he said, was a sense that the maker was a natural fit: "It's not a brand that's trying to be number one in the market, or to have a vehicle for all aspects of motoring needs – they have always been very specific as to what they want to produce and what parts of the market they cover and they are not looking to be a large fleet supplier for big corporates. They are very much focused on the retail market."

The brand's consistent high customer survey ratings and a reputation for integrity, engineering excellence and durability also drew Baylis to Suzuki, he said, while dealers themselves hold the brand in high esteem.

"We just felt that for us, as we aren't a PLC and are a local business with three local owners, Suzuki would be a great addition – it's a name that adds diversity and fits nicely with our traditional customer market."

Looking at the retail offer ahead, Andy said that local business will be as much in the new dealership's sights as retail, and he was pleased to have been able to retain previous staff so as to offer continuity the existing customer base, with service work being accepted from January 2. 

By mid-January, he said, the aim was to have the site retailing new and used Suzuki models, adding: "2024 was a great year for us with exciting new products across all brands, while this new adventure with Suzuki reinforces our commitment to keep diversifying and growing. As a business, we are always looking to improve, to stay up with new technology and stay at the cutting edge of the industry, which is why Suzuki is a thrilling opportunity for 2025."

For more information, call 01242 525252 or visit https://www.baylis.uk.com/