What Fish Brothers does

Fish Brothers is a family-owned, multi-franchise UK motor retailer group headquartered in Swindon, Wiltshire, founded in 1948 and operating 14 franchised dealerships across the Swindon, Oxford, and surrounding areas. The group retails new vehicles from more than 16 brands spanning mass-market (Kia, Toyota, Honda, Nissan, Renault, Škoda, SEAT, Dacia), premium (Lexus), commercial (VW Commercial Vehicles, Kia PBV), and emerging Chinese/EV entrants (Chery, JAECOO, OMODA, XPENG, LEPAS), alongside approved pre-owned vehicles, manufacturer-trained servicing and MOT testing, a body-repair subsidiary (Fish Brothers BodyWorx), and an in-house Orbit Vehicle Services division.

The group monetises through multiple revenue streams: one-time vehicle sales (new and used), recurring aftersales and servicing, transaction-fee finance broking commissions (PCP, HP, PCH via partners including Kia Finance and Lex Autolease), insurance distribution commissions (as an Appointed Representative of AutoProtect and Automotive Compliance), and body-repair professional services. Pricing varies by vehicle and trim; for example, a CUPRA Tavascan starts at £47,350 and a Chery TIGGO 4 at £19,995, while Business Contract Hire for an XPENG G6 Long Range is £309/month. GTM combines 14 physical showrooms (retail and field sales for fleet) with a 24/7 online showroom supporting £99 refundable reservations and online purchase.

The customer base segments into individual retail buyers (primary), business and fleet customers via a dedicated BCH offering, and Motability Scheme participants. The company holds FCA credit-broker authorisation (FRN 706125), is GDPR-compliant, and is recognised through multiple national awards including 'Best in Class' aftersales for Renault/Dacia, Lexus Customer Service Award, and Honda 1st nationally for Customer Care. Strategic direction in 2024 centred on adding Chinese and electric-vehicle brands (XPENG, Chery, JAECOO, OMODA, LEPAS) and Kia PBV commercial vehicles, while issuing a closure notice for the Peugeot franchise.

Name

Fish Brothers

Legal name

Fish Brothers (Swindon) Limited

Website

https://fish-bros.co.uk

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

251–500 employees

Short description

Fish Brothers is a family-owned UK multi-franchise motor retailer founded in 1948, operating 14 dealerships across Swindon, Oxford, and Wiltshire, selling 16+ new and used vehicle brands alongside servicing, body repairs, finance broking, and Motability Scheme services for individual, fleet, and accessibility customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Swindon

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple franchises including Kia, Toyota, Honda, Nissan, Lexus, Renault, Dacia, CUPRA, SEAT, Škoda, Chery, JAECOO, OMODA, XPENG, and VW Commercial Vehicles
2. Used Vehicle Sales: Sale of approved pre-owned vehicles with finance options
3. Vehicle Servicing and Aftersales: Maintenance, MOT testing, and repair services for all vehicle brands with manufacturer-trained technicians using genuine parts
4. Parts and Accessories: Sale of genuine vehicle parts and accessories with two-year warranty
5. Finance Broking: Credit broker introducing customers to finance providers (PCP, HP, PCH). Commission received from lenders for vehicle financing arrangements
6. Insurance Products: Arrangement of vehicle insurance through partnership with Car Care Plan Limited/Kia Finance, earning commission on policies sold
7. Motability Scheme: Sale of vehicles to disabled customers using mobility allowances through the UK Motability Scheme
8. BodyWorx Accident Repairs: Body repair services through Fish Brothers BodyWorx division

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fish Brothers is a family-owned motor retailer operating 14 dealerships across Swindon, Oxford and surrounding areas selling new and pre-owned vehicles from 16+ franchises (Kia, Toyota, Honda, Nissan, Lexus, Renault, Dacia, CUPRA, SEAT, Škoda, Chery, JAECOO, OMODA, XPENG, VW Commercial Vehicles and LEPAS). The company also delivers vehicle servicing and MOT testing, accident and body repairs via its BodyWorx division, vehicle finance broking (PCP, HP, PCH) through FCA-regulated credit arrangements, Motability Scheme leasing, and business fleet/contract hire solutions, supported by a 24/7 online showroom.

Product overview

Fish Brothers is a multi-award winning motor retailer established in 1948, operating a network of 14 dealerships across Swindon, Wiltshire, Oxford, and surrounding areas. The company sells 16 vehicle brands (Chery, CUPRA, Dacia, Honda, JAECOO, Kia, Kia PBV, Lexus, Nissan, OMODA, Renault, SEAT, Škoda, Toyota, VW Commercial Vehicles, and XPeng) spanning petrol, hybrid, and electric vehicles. Core services include new and used car sales, vehicle servicing and repairs through Fish Brothers BodyWorx, finance solutions (PCP, HP, PCH), Motability Scheme participation, business fleet services, and online purchasing capabilities. The company operates as a family-owned dealer group authorized and regulated by the Financial Conduct Authority.

Differentiator

Problem solved

Functional benefit

Brands

• Fish Brothers BodyWorx: Body repair and accident repair services division of Fish Brothers offering vehicle bodywork repairs.

Products and services

• New & Used Car Sales Sale of new vehicles from 16+ franchised brands (Chery, CUPRA, Dacia, Honda, JAECOO, Kia, Kia PBV, Lexus, Nissan, OMODA, Renault, SEAT, Škoda, Toyota, VW Commercial Vehicles, XPENG, LEPAS) and approved pre-owned vehicles, with online browsing, £99 refundable reservation, part-exchange valuation and click-and-collect.
• Vehicle Servicing & Repairs Manufacturer-trained maintenance, MOT testing, repairs and aftersales for all franchise brands using genuine parts, including complimentary vehicle health check and wash/vac with service.
• Fish Brothers BodyWorx Dedicated accident repair and bodywork services for vehicles, offered through the BodyWorx division as a wholly-owned subsidiary of Fish Brothers (Swindon) Limited.
• Vehicle Finance Broking FCA-authorised credit brokerage (FRN 706125) introducing customers to lenders for Personal Contract Purchase (PCP), Hire Purchase (HP) and Personal Contract Hire (PCH), with commission received from finance providers.
• Motability Scheme Vehicle leasing through the UK Motability Scheme for disabled customers receiving mobility allowances, offered across multiple franchised brands.
• Business Fleet & Contract Hire Dedicated business and fleet vehicle solutions including Business Contract Hire (BCH) and fleet procurement with a dedicated account manager for commercial customers.
• Parts & Accessories Sale of genuine vehicle parts and accessories backed by a two-year warranty, supporting franchise-authorised repairs and customer DIY/replacement needs.
• Vehicle Insurance Distribution Arrangement of vehicle insurance products through partnerships including Car Care Plan Limited and AutoProtect (MBI) Limited, with commission earned on policies sold.
• Sell Your Car / Part-Exchange Part-exchange and direct vehicle purchase valuation service allowing customers to obtain a trade-in valuation online or in-store and apply it against a new or used vehicle purchase.
• Orbit Vehicle Services Wholly-owned branch division of Fish Brothers providing vehicle servicing, repairs and parts operations.

Quantifiable outcome

• 4.6/5 customer satisfaction rating from 86 reviews
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Motor OmbudsmanminorOthersAlternative Dispute Resolution provider for consumer complaints, offering conciliation and arbitration. Their decision is legally binding on both Fish Brothers and the customer.
• Swindon Town FC Community FoundationminorGTM or Marketing PartnerSponsorship partnership with local football club community foundation for brand visibility and community engagement.
• WHSmith PartnershipminorOthersListed as a partnership in sitemap, nature of partnership not detailed in available source material.
• Catalent PartnershipminorOthersListed as a partnership in sitemap, nature of partnership not detailed in available source material.
• Grant UK PartnershipminorOthersListed as a partnership in sitemap, nature of partnership not detailed in available source material.
• Automotive Compliance LtdminorOthersFish Brothers is an Appointed Representative of Automotive Compliance Ltd (FRN 497010) for the sale of general insurance products. Firm allows Fish Brothers to act as agent on behalf of insurers for insurance distribution.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Marshall Motor Group: UK multi-franchise car dealer group of similar scale and structure, operating across multiple OEM brands with new/used sales, servicing and fleet services — directly comparable in business model and customer mix.
• JCT600: Family-owned UK multi-franchise dealer group with regional concentration in the North of England, sharing Fish Brothers' OEM diversity, aftersales focus and family-ownership profile.
• Vertu Motors: AIM-listed UK multi-franchise dealership group with broad brand portfolio including many of the same OEMs (Honda, Nissan, Toyota, Renault, Kia) — useful comparable for valuation and operational benchmarking.
• Pendragon: One of the largest UK multi-franchise dealer groups (now part of Lithia), representing overlapping brands with full sales, service, parts and finance operations — provides scaled-peer benchmarking for a 14-site group.
• Lookers: UK multi-franchise dealer group with similar breadth of OEM representation, aftersales, fleet and Motability offerings — now under new ownership following takeover, relevant for operational and valuation comparison.

Broad incumbents

• Inchcape UK: Global multi-brand automotive distributor and retailer with significant UK dealership operations across premium and volume brands — broader incumbent for comparison on digital and EV transition execution.

Emerging players

• Cinch: Online-first UK used car retailer offering home delivery and a 7-day money-back guarantee — a direct competitor for the used car and online purchasing experiences Fish Brothers is building.
• Cazoo: Online used car platform in the UK — illustrates the digital-first model threatening traditional showroom-led dealers and a useful benchmark for omnichannel strategy.

Others

• Auto Trader: UK's largest digital automotive marketplace — not a competitor for sales but a critical channel and pricing benchmark for Fish Brothers' new and used vehicle inventory.
• Cox Automotive UK: Provider of automotive remarketing, dealer software and fleet services — adjacent infrastructure player that supports dealer operations and represents a potential technology partner or M&A counterparty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FishBrothersSwindonLtd
• Instagraminstagram.com/fishbrothersltd
• Xx.com/fishbrothers

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fish Brothers