Sturgess Motor takes on BYD in Leicester

Sturgess Motor Group is to represent Chinese brand BYD in Leicester.

The family business, established in 1897, has opened a new sales and service facility for the BYD brand at its site on the Aylestone Road, Leicester, located within walking distance of the Leicester Tigers rugby ground and Leicester City’s King Power stadium.

Sturgess represents Hyundai, Suzuki and BYD and has authorised repairer status for Fiat and Abarth.

It is ranked 99 in the Motor Trader Top 200 Dealer Groups with annual turnover of £134.6m

Company chairman Chris Sturgess said: “BYD is a new name in the automotive sector but their vast experience with battery manufacturing has given them a significant head start in bringing Electric Vehicles to the market.”

Chris, along with his brother Barney are the fourth generation members of the Sturgess family to work in the car industry.

“There is little doubt that over the 126 years since our great grandfather Walter E Sturgess established the Company, the automotive business has changed dramatically, and the introduction of electric vehicles is the next chapter in a vastly evolving industry.

“This new relationship is extremely exciting, and we are delighted to be partnered with a manufacturer that is so far ahead in terms of battery technology and how it will help deliver a great ownership experience to the BYD driver.”

The BYD range currently has three models, the 5 door Dolphin, Atto 3 mid-size SUV and the recently launched Seal sports saloon.