A double winner from last year’s AM Awards highlighted how important the event has been for recognising his team’s hard work to provide best in class customer service.
Tony Sciascia, managing director at Celtic Auto, secured both Dealer Principal of the Year and Best in Customer Service at the AM Awards 2025.
The finest operators in the UK’s automotive retail industry will be celebrated at the 2026 AM Awards gala dinner in London at the Park Plaza Westminster Bridge on May 14 and entries are open now until January 30.
Reflecting on the experience, Sciascia said the build up to the ceremony and the awards night itself was “electric”, creating a sense of anticipation that carried through to the final announcements.
He said: “While winning Dealer Principal of the Year was a wonderful personal recognition, the real highlight for me was winning the Best in Customer Service award.
“This was recognition of my hardworking team who put customer service at the forefront of everything they do.”
Commercial impact of winning an AM Award
Sciascia said the commercial impact of winning extends well beyond the ceremony itself, particularly when it comes to building trust with prospective customers.
“Telling the world that we’re the best through our social media channels and our website is one thing, but being able to drop it into the conversation with a prospective customer as a trust building hook is priceless,” he said.
At Celtic Auto, the awards have been given a prominent position on site. “Our trophies take pride of place next to the coffee machine in our customer waiting area, so we know they get seen,” Sciascia added.
With entries for this year’s AM Awards closing on January 30, Sciascia encouraged other dealer businesses to take part.
He added: “I would have no hesitation in recommending anyone to enter.
“It’s a great way to showcase your business and receive invaluable recognition. And if you don’t win, well you will at least have had a fantastic night away.”
The categories available to enter in the 2026 AM Awards are:
Leader in Diversity and Inclusion
Bringing diversity and inclusion together provides a holistic opportunity to recognise and honour the companies that are looking after their staff in the best possible way by being an inclusive employer that priorities the mental health and wellbeing of their staff. Open to franchised and independent car and van retailers.
The Sustainability Award
This category is looking for the best motor retailers and carmakers which can demonstrate strategic planning and robust steps being taken to help build a more sustainable and better future.
Marketing Strategy of the Year (sponsored by TekCor4)
Marketing should help you to build your brand as well as to find new customers and help you to grow sales in the short term. Open to dealers of cars or LCVs, whether independent or franchised, and vehicle manufacturers.
The Community Hero Award (sponsored by Autoglym)
We want to recognise dealerships that are deeply rooted in their communities, support local causes and organisations, and have a culture of giving something back. Open to car and LCV dealers, including franchised and independent.
Best in Customer Service (sponsored by LTK Consultants)
Entrants should have a customer-centric culture and take pride in strong satisfaction scores, but never allow complacency and react robustly to fix the situation whenever things go wrong. Entries accepted from franchised and independent car and LCV dealers.
Customer Service Champion
This award is for an individual who works within a franchised or independent car or LCV retailer, in any customer-facing role or department. Entrants may self-nominate or may be put forward by colleagues or managers. The judges expect to see individuals who clearly and consistently demonstrate they go the extra mile to deliver the highest level of customer service and who stand out for their ability to listen, empathise and adapt.
Online Consumer Experience of the Year
Dealers, whether franchised or independent, entering this award category should provide an excellent, comprehensive, customer-focused digital experience for consumers who are searching online for their next car, whether new or used.
Workshop of the Year (sponsored by SecretService powered by Book My Garage)
The workshop is a critical source of profitability and customer contact. This award seeks to recognise a superb, outstanding service site. Open to both independent and franchised workshops.
EV Advocate of the Year
Open to both dealers and OEMs, this award requires that you demonstrate how you have gone the extra mile to support the use of electric vehicles. Entrants will have a passionate and knowledgeable workforce that advocates for EVs.
EV Performance of the Year
Outlets that are high performing in electric vehicle sales should enter this category, demonstrating their ability to develop a strong local market. Open to franchised and independent car or LCV dealers.
Franchised Dealership of the Year (sponsored by Autotrader)
This category is open to single-site owner operators and to best performing dealerships within a larger group network – both single franchised and multi-franchised showrooms.
Independent Dealer of the Year (sponsored by Visitor Chat)
This award is open to any independent (non-franchised) dealer that sells used cars and is intended to recognise the broad success across the group from its focus on used cars.
Used Car Performance of the Year
This award is open to any company or group that sells used cars and is intended to recognise those who have turned the practice into an art form – not to say a hugely successful and profitable business.
Dealer Principal/General Manager of the Year
The winner will be a dealer principal or general manager who has done incredible things with difficult brands or marketplaces by demonstrating excellent leadership skills, drive and innovative thinking that has helped the dealership achieve business objectives.
Dealer Group of the Year – up to 20 sites* (sponsored by Payment Assist)
The motor retail industry is made up primarily of smaller, regional groups. This award category is designed to recognise and honour those companies. Entrants will be able to show how they meet the AM Awards’ original criteria of quality, innovation and service and how they have tracked their performance improvement over recent years.
Dealer Group of the Year – more than 20 sites*
This award recognises the unique complications and complexities that come from co-ordinating a large retail group, one with more than 10 dealerships. Entrants will be able to show how they meet the AM Awards’ original criteria of quality, innovation and service, and how they have tracked their performance improvement over recent years.
Awards open to industry suppliers:
Best New Product or Service – Sales (supplier category)
Open to industry suppliers that are helping to change dealers’ fortunes in their sales function. We expect to see innovation and measurable results, including examples of beneficial use by your customers. Products or services must have been launched since January 2025.
Best New Product or Service – Aftersales (supplier category)
Open to industry suppliers that are helping to change dealers’ fortunes in their aftersales function. We expect to see innovation and measurable results, including examples of beneficial use by your customers. Products or services must have been launched since January 2025.
Supplier Customer Service Champion (supplier category)
This award is for an individual who works within a motor retail supplier business. Entrants may self-nominate or may be put forward by colleagues or managers. The judges expect to see individuals who go above and beyond to foster strong partnerships with its dealer and/or OEM customers, to support clients in optimising their business opportunities, and to resolve issues when they arise.
Supplier of the Year (supplier category)
Open to submissions from industry suppliers making a significant difference to dealers’ fortunes. Entries will be reviewed and voted upon by dealer readers and the judging panel.
AM Awards Auditors: Cooper Parry
Continuing in their role as AM Awards auditors will be the specialist automotive team at Cooper Parry (formerly UHY Hacker Young Manchester) led by David Kendrick, Ian McMahon and Paul Daly. Automotive Management is delighted to engage such expertise, which is vital in verifying entries and helping the judging panel to decide the strongest contenders in our headline dealer group (marked *) categories.
Our 2026 AM Awards sponsors
