Dales Subaru Named UK Retailer of the Year 2025: What Makes a Winning Dealer?

Subaru has recognised its top-performing dealerships at its annual conference and awards ceremony, with Lancashire-based Dales Subaru taking home the prestigious overall Retailer of the Year title for 2025.

A Celebration of Dealer Excellence

The awards event, held in Manchester, saw the Japanese car manufacturer honour dealers for outstanding achievements across a wide range of performance categories. The ceremony highlighted the crucial role that the retailer network plays in the Subaru brand's success in the UK.

Why Dales Subaru Won the Top Award

Family-run Dales Subaru, based near Blackburn, was the star of the show, securing the overall Retailer of the Year award. According to Subaru, the dealership's success was down to a combination of factors, including surpassing sales targets, setting new benchmarks for parts and accessory sales, and successfully growing its market share.

The carmaker also praised Dales for its "knowledgeable and passionate team defined by an unwavering commitment to serving their customers," highlighting the personal touch that remains vital in the automotive retail sector.

Other Standout Performers Recognised

The event was not just about one winner, however. Subaru made a point to recognise excellence across its entire network. S & S Services had a particularly successful evening, securing both the Finance Retailer of the Year Award and the Sales Retailer of the Year title.

K T Green Ltd was acknowledged for its Excellence in Customer Service, while Russell Jones from Keith Price Garage was celebrated as Salesperson of the Year. The full list of winners showcases the breadth of talent within Subaru's UK dealer network.

The Importance of the Dealer Network

Lorraine Bishton, Managing Director of Subaru UK & Ireland, emphasised the significance of the awards. "It was a privilege to celebrate the exceptional achievements of our retailer network at our Annual Awards," she said. "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."

Bishton went on to explain the enduring value of personal service. "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 don't just sell cars; they support adventures, protect families, and ensure that their customers can drive with total confidence on every journey."

A Decade-Long Partnership Built on Shared Values

Ross Butterworth, owner of Dales Subaru, expressed his pride in receiving the award. "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.

Butterworth also highlighted the strong, long-term relationship with the manufacturer, noting, "As the owner of this family business, I’m proud to see our commitment to excellence recognised by Subaru UK. We’ve maintained a fantastic relationship with Subaru for over 10 years, built on trust, mutual respect and passion, values our family business shares with Subaru."

Full List of 2025 Subaru Award Winners

Retailer of the Year (Overall): Dales Subaru
Retailer of the Year Region 1: Dales Subaru
Retailer of the Year Region 2: Keith Price Garage
Retailer of the Year Region 3: E O Culverwell Ltd (R/Bridge)
Finance Retailer of the Year: S & S Services
Excellence in Customer Service: K T Green Ltd
Salesperson of the Year: Russell Jones (Keith Price Garage)
Sales Retailer of the Year: S & S Services
Retailer Community Award: Jeffries of Bacton
Retailer Marketing Award: Autosales
Service Technician of the Year: Harry Pigott (Crayford & Abbs)
Aftersales Person of the Year: Connor Greenway (Desmond Eastwood Motors Ltd)
Aftersales Retailer of the Year: Roger Simpson Limited T/As Simpsons Swindon
Rising Star Award: Jimmy Milner (Zig Zag Cars Ltd T/As Tees Valley)
Newcomer of the Year: Wool and Bovington Motors Ltd