• Swindon & Wiltshire Motors
• Thursday February 15 2024
• Author Name: Peter Davison

Swindon motor dealer Pebley Beach acquired by Trowbridge-based Platinum Motor Group

Swindon motor dealer Pebley Beach has been acquired by Trowbridge-based Platinum Motor Group for an undisclosed sum.

Hyundai dealer Platinum will take on the Hyundai and Suzuki franchises in Swindon and the Suzuki franchise in Cirencester.

The business will be renamed Platinum Hyundai and Suzuki ‘in due course’.

Jeremy Cuff, managing director of Platinum Motor Group, said: “Our initial contact with Pebley Beach started just over a year ago, when owner and managing director Dominic Threlfall was considering his future and retirement.

“He approached us and asked as to whether we’d be interested in expanding our Hyundai representation, and taking on a new brand to our company in the form of Suzuki.

“Our interest in doing so then led to a more specific discussion with Dom and the teams at both Hyundai UK and Suzuki UK, who were both supportive of the change of ownership. We therefore pursued the opportunity presented to us, which has subsequently led to our acquisition of the business.

“The Pebley Beach business is long established in the Swindon and Cirencester market areas for the Hyundai and Suzuki brands, which under Dom’s leadership and the good work of his dealership team members, have created and maintained a business that is highly respected locally and within both Hyundai UK and Suzuki UK, serving a great many customers and renowned for providing excellent service and customer care.

“With Dom’s decision to retire, it is now our task to ensure that the good work and reputation of the business is maintained into the future.”

Dominic Threlfall (pictured) said “As always, when deciding to leave an industry, it’s tinged with a mixture of happiness and sadness. But the time is right to move on.

“In the Platinum Motor Group ownership and their respective team, I found the same core values and a lot of synergies. Consequently, I feel very confident in the future for the team members and customers.

“I leave the business in very capable hands to take it to the next level.”

The deal was brokered on behalf of Pebley Beach by Fraser Brown of the automotive training and consultancy MotorVise. He said: “The acquisition benefits both parties. It provides an excellent growth opportunity for Platinum Motor Group, whilst Dominic can enjoy his well-earned retirement safe in the knowledge that the business he built up over 32 years is in good hands.”

Platinum Group was represented by Thrings Solicitors (Bristol Office), FRP Advisory (Bristol Office), Wilson Financial Consulting Ltd, JLL Property Services, and Brunel Trustees. Pebley Beach was represented by Gardner Leader solicitors, MotorVise, and Haines Watts (Swindon Office).

‘Going to the Beach’ since 1942

Pebley Beach Ltd was established on 26 November 1976, although the name is much older than the company.

The brand began life in 1942 as a Purton-based bus company, running trips to the seaside and ferrying railway workers around. The firm was based near a duck pond, and local people would joke that they were going to the pebbly beach for their holidays.

In the 1950s Pebley Beach Coaches relocated to Wroughton, and it was the site that was purchased by Ebbadine Ltd – the Threlfall family – who had a growing chain of petrol stations in the Swindon area, in 1981. They liked the name so much, they kept it.

Pebley Beach started selling Lancia cars in 1984, and became the Swindon franchise holder for Suzuki in 1993. The current MD Dominic Threlfall took over the running of the firm in 1998.

By 2001, Pebley Beach – still based at Wroughton – was the second-largest Suzuki dealership in the UK. The firm opened a second base, in Cirencester, and in 2004 acquired Swindon Hyundai at Eldene.

In 2011 the firm merged its Wroughton and Eldene operations, moving into an impressive new showroom at Paddington Drive in Swindon.