AWR Holdings has set out its ambition to become one of the UK’s top three dealer groups as it continues to integrate the Brayleys Cars and Johnsons Cars businesses.
Nine months after bringing the two businesses together, the group said it is focused on creating a larger, customer-led automotive retail business while laying the foundations for future growth through acquisitions, additional manufacturer partnerships and a more efficient operating model.
Moving into the top three of the AM100 would mean increasing turnover to nearly £5 billion and surpassing groups like Arnold Clark, Vertu Motors, Lookers and Group 1.
The combined business operates 79 franchised dealerships representing 21 vehicle brands and employs 1,934 people across the UK.
Ambitions to make it into the top three of the AM100 would suggest a big acquisition or multiple smaller acquisitions from AWR to build additional volume and scale.
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Combined business will have a new identity
AWR Holdings said work is progressing on a new identity for the combined business, with most centralised operations expected to be in place before the end of the year.
Until then, both Brayleys Cars and Johnsons Cars will continue trading under their existing brands.
The group said its immediate priorities are investing in its workforce, simplifying business processes and improving the customer experience across its dealerships and digital channels.
Growth strategy includes acquisitions
Alongside completing the integration, AWR said it intends to strengthen existing manufacturer relationships while exploring opportunities to expand its franchise portfolio.
The group said adding further premium brands remains a longer-term objective and confirmed it would consider acquisitions where they complement its existing manufacturer partnerships.
It also plans to maximise its existing dealership estate by introducing additional franchises at locations with capacity to represent more than one manufacturer, reducing the need for new physical locations while broadening customer choice.
Doing the hard work properly
Sara Harris, group chief customer officer, said the business had focused on integrating the two dealer groups while maintaining support for employees and manufacturer partners.
She said: “We have spent the past few months doing the hard work properly; retaining our people, supporting our manufacturer partners and building the foundations of a stronger combined business to deliver something unique and exciting.
“The opportunity is to create a group that can support customers at every stage of their life, with the right car, the right advice and a consistently seamless experience.”
She said the group’s priority for 2026 is completing the integration before focusing on commercial growth.
Harris added: “We are under no illusion that integration at this scale takes time, but the direction is clear.
“The focus for 2026 is getting the fundamentals right: people, process and customer experience.
“Commercial returns will follow as the business matures. We are building this for the long term, and we are determined to do it the right way.”