And there’s change in the air at this well-known Cornish family business, too, with John Wells handing over day-to-day control of the company to his sons, Johnnie and Dorel.
In a world dominated by lots of multi-site, big name dealerships, St Ives Motor Company remains committed to that personal touch, an old fashioned sense of the value of customer relationships, but coupled with a 21st century desire to be at the cutting edge of the industry.
Which is where the boys come in. Having worked with their father in the firm since 2002, they have made subtle changes to the business to bring it right up to date in terms of branding, marketing and, of course, sales. For instance, look out for the new stylised version of the company’s famous palm tree logos.
A self-confessed technophobe, John knows his skill lies in sales, talking to customers, and frequently travelling up country to source and deliver top-class vehicles.
With his sons at the helm, he now has more time to concentrate on these very important elements of the business, while the boys can take a look at the company’s overall direction.
Born in Stockton-on-Tees, John took a circuitous route around the country with his family before arriving in St Ives. He has spent most of his working life involved in the motor trade, and his eyes light up as he recalls time in South Wales selling the old Rootes brands of vehicles – Humbers, Hillmans, Sunbeams, Commers and Dodges, for instance – as well as the old Karrier vans – older readers will remember them being the bearers of weekly Corona fizzy drink deliveries back in 60s and 70s.
It was in 1977 that he and his brother-in-law, John Gilmore, who was then working for Wincanton Garages, took the step into establishing St Ives Motor Company, which has gone on to be a multi-award-winning dealership.
To say the firm has enjoyed great success is something of a grand understatement. “The best year we had we sold just short of 900 cars,” recalled John.
Forward Trust, which administers hire purchase facilities for the company, worked out that St Ives Motor Company had the highest amount of repeat business for any of the dealerships it dealt with. That speaks volumes for the quality of customer service on offer.
Indeed, while I was at the premises a customer from Exeter was present. His family used to live in St Ives and were long-time customers of the company. Indeed, one can travel all over the country and spot cars bearing the St Ives Motor Company logo.
Recalling those days when the motor trade was in slightly better shape than it is at the moment, John pointed to a picture on the wall of one midnight on August 1 when the company sent 90 customers on their way with newly-registered cars. He rues the day the August 1 number plate change ended, saying the twice-yearly changes these days have made the occasion less special.
In 2000, Mr Gilmore left the business, but the family connection remains with Johnnie and Dorel joining two years later and other members of the family, including John’s daughter, Katie, and wife, Janet, both helping out at times.
With a skilled and dedicated team behind them, Johnnie and Dorel are confident about the future for St Ives Motor Company, and, indeed, that trade will look up this year, with good deals and excellent new models from Ford to entice both new and existing customers.
For instance, the new Ford Fiesta Econetic has emissions at a very low 98g/km and fuel consumption of 76.3 miles per gallon from a 1.6 TDCi engine. Best of all, there’s no road tax to pay!
And the new Ka is turning heads everywhere, redesigned to fit in with the rest of the Ford family, and with lower insurance groups across the range.
Come and see all the Ford models at St Ives Motor Company, as well as a big range of pre-owned Ford vehicles and other makes, too. You’ll be assured of a warm welcome.
St Ives Motor Company, St Ives 01736 795156
St Ives Motor Company, Longrock 01736 711211
Story and picture courtesy of The Cornishman
