AM Awards Win

The Co-operative Motor Group has won ‘Best Marketing Initiative’ at the 2011 Automotive Management Awards.

Mike Austin (centre), Managing Director – Specialist Commercial Businesses – The Co-operative Group, collects the award from Kate Silverton and award sponsor Robert Hazelwood, director, Skoda UK.

The motor group took the award for the marketing activity surrounding the re-brand from Sunwin Motors in October 2009.

Alison Ottaway, Group Brand Development Manager with The Co-operative Motor Group, managed the re-brand implementation, and said: “The re-brand was about so much more than simply changing dealership fascia or the detail on car number plates; it was about communicating the Co-operative difference at every step of the way – with no marketing gimmicks, no hard sell, and no pushy salespeople.  Just outstanding customer service and the goal of excellence in everything that we do.

“This is a great endorsement and recognition from the industry for what we're achieving in terms of setting the benchmark for what customers can expect from their automotive retailing experience.”

The Automotive Management Awards, hosted by BBC News presenter Kate Silverton at Birmingham’s International Convention Centre, celebrated its 20th anniversary in 2011, and are thought of as the ‘Oscars’ of the UK motor industry.

Commenting on the win, Kate said: "The judges were impressed by The Co-operative Motor Group’s entrepreneurial approach to the rebranding of Sunwin Motors, that has led to a rise in showroom enquiries and a boost to mystery-shop scores."