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Dealership takeover natural fit to grow Desira Group

Desira Group has taken over M R King and Sons; Lowestoft Peugeot and Suzuki site, Picture: supplied by Desira

Desira Group has taken over M R King and Sons; Lowestoft Peugeot and Suzuki site, Picture: supplied by Desira

supplied by Desira

Desira Group has explained why taking over the Lowestoft site of M R King and Sons was a natural fit to grow the family business.

Desira Group has taken over M R King and Sons; Lowestoft Peugeot and Suzuki site, Picture: supplied by DesiraDesira Group has taken over M R King and Sons; Lowestoft Peugeot and Suzuki site, Picture: supplied by Desira

The Desira Group takeover of M R King and Sons’ Lowestoft site was a natural fit and an ideal opportunity to grow the family-owned motor business.

It brings the EDP/EADT Top 100 company’s dealership network to nine and adds Suzuki to the multi-franchise group, along with a second Peugeot site.

Managing director Stuart Stone explained that Desira Group was always looking to expand its business when the right opportunities became available and M R King and Sons was perfect.

Not only does the Lowestoft site have a fantastic location but it also takes East Anglia and London based Desira Group into an area where it did not have a branch but the Peugeot and Suzuki dealership was also part of another well-respected family-owned business.

Mr Stone explained that motor groups needed to keep moving and evolving in a changing and challenging market place. Acquiring existing businesses was the way forward in an increasingly tough market while able to absorb overheads through its centralised functions.

“We are due to celebrate our 45th Anniversary this year so it seemed the perfect time to be expanding the business,” he said.

Desira expects the purchase to add £10m to its turnover bringing the total to £96m.

“With branches nearby in Norwich, Great Yarmouth and Diss, Lowestoft ensures we can now offer our local customers these two exciting franchises. With a fantastic range of new cars and offers available, especially the newly-launched Suzuki Ignis now available with three years’ free road tax and one year’s free insurance, and the fantastic new Peugeot 3008 from only £199 per month.

“We are trying to stay within our area of influence but that now stretches down to London. So we are definitely looking improve and grow within our market place.”

Desira is also adding a new sales site for used cars and vans at Attleborough, called byDesira, which opens next month. It will be the second branch under the byDesira Approved Used brand – the other is in Wroxham Road, Norwich.

Marketing director Michelle Gant said: “Used car sales have also been very buoyant over the last few years. We now have over 500 cars in group stock and all come with a minimum 12 months warranty.”

As well as the new Lowestoft site, Desira has bases in Norwich, Diss, Great Yarmouth and Bury St Edmunds. It also has a north-west London branch.

And it now adds Suzuki to its multi-franchise dealerships which include the Fiat, Nissan, Alfa Romeo, Abarth, Nissan, Infiniti, Peugeot, Citroen, Jeep and SsangYong brands.

As well as Car and van sales and service, Desira is one of the largest Fiat and Alfa Romeo parts distributors in the UK and has recently become a PSA Parts Hub, supplying Peugeot and Citroen parts to the local trade and dealer network. It also offers daily deliveries in East Anglia and north-west London for all its franchises.


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