Subaru UK has honoured the very best of its national retailer network, naming Dales Subaru as its overall Retailer of the Year for 2025 at a celebratory Annual Conference & Awards evening in Manchester.
The recognition places the Blackburn based dealership firmly at the heart of the Subaru family, underlining its role as a benchmark for performance, customer care and community connection within the brand’s UK operations.
Dales Subaru’s accolade follows a standout year in which the retailer surpassed sales targets, elevated parts and accessory performance, and expanded its market share. Behind the numbers, however, was something more enduring: a deeply knowledgeable and passionate team, united by a commitment to delivering tailored automotive experiences that extend far beyond the showroom floor.
For Subaru, that distinction matters.
Speaking at the event, Lorraine Bishton, Managing Director of Subaru UK & Ireland, praised the network’s collective achievement while highlighting the particular example set by Dales Subaru.
“It was a privilege to celebrate the exceptional achievements of our retailer network at our Annual Awards. Dales Subaru, our Retailer of the Year, perfectly embodies the spirit of what sets our retail network apart – delivering high quality, tailored automotive experiences in its local communities,” she said.
Bishton emphasised that while the automotive landscape is increasingly shaped by digital transformation, the human element remains central to the Subaru proposition.
“Our dealerships are the cornerstone of the Subaru experience. In an increasingly digital world, the personal service, local expertise, and genuine commitment our retailers provide matter more than ever. They do not just sell cars; they support adventures, protect families, and ensure that their customers can drive with total confidence on every journey. The success of Subaru is built on the dedication and excellence of our retail partners.”
For Dales Subaru, the award represents both validation and momentum. Owner Ross Butterworth described the recognition as a proud milestone for the family run business.
“We are thrilled that Dales Subaru has been named Subaru UK’s Retailer of the Year. This award is a testament to our family and team’s hard work and dedication to delivering exceptional customer experiences,” he said.
“As the owner of this family business, I am proud to see our commitment to excellence recognised by Subaru UK. We have maintained a fantastic relationship with Subaru for over 10 years, built on trust, mutual respect and passion, values our family business shares with Subaru.”
While Dales Subaru took the overall honours, the evening showcased excellence across the wider retailer network, reinforcing the depth of talent within the brand.
S & S Services secured both Finance Retailer of the Year and Sales Retailer of the Year, reflecting strength in commercial performance and customer engagement. K T Green Ltd was recognised for Excellence in Customer Service, while Russell Jones of Keith Price Garage earned the title of Salesperson of the Year.
Regional awards were also presented, with Dales Subaru taking Region 1, Keith Price Garage named Region 2 winner, and E O Culverwell Ltd (R/Bridge) recognised in Region 3.
Additional accolades highlighted performance across aftersales, marketing and community impact. Jeffries of Bacton received the Retailer Community Award, Autosales claimed the Retailer Marketing Award, and Harry Pigott of Crayford & Abbs was named Service Technician of the Year. Connor Greenway of Desmond Eastwood Motors Ltd earned Aftersales Person of the Year, while Roger Simpson Limited trading as Simpsons Swindon secured Aftersales Retailer of the Year.
The Rising Star Award went to Jimmy Milner of Zig Zag Cars Ltd trading as Tees Valley, and Wool and Bovington Motors Ltd was celebrated as Newcomer of the Year.
Together, the awards reflect a retailer network that remains deeply aligned with Subaru’s ethos: performance grounded in reliability, service rooted in trust, and growth built on long term relationships. In recognising its partners, Subaru UK has once again underlined a simple truth. Behind every badge on the road stands a dealership team turning brand promise into lived experience, one customer journey at a time.
