What EMG Motor Group does

EMG Motor Group (legally EMG Anglia Ltd) is a UK private automotive retailer operating approximately 14 franchised and used-vehicle dealership locations across East Anglia as a division of Grainger Motor Group. Founded in 1974, EMG was acquired by Grainger Motor Group in January 2024 from Nick Storey/EMG Holdings and operates alongside the Mantles Group and Norton Way divisions within a 20-location group structure spanning Hertfordshire and East Anglia. The company represents eight major vehicle franchises — Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, and Jaecoo — plus Ford, Mitsubishi, and Vauxhall aftersales, with over 1,375 used vehicles in stock and more than 300 group staff.

The business operates a traditional multi-franchise dealership model generating revenue across five streams: new vehicle sales, used vehicle sales, finance and insurance commission (PCP, HP, leasing via FCA-authorised brokering), aftersales services (manufacturer-approved servicing, MOTs, repairs, genuine parts), and ancillary services including car/van rental through Rent Direct and Motability scheme contracts. Pricing spans £17,495-£55,245 on-the-road for new vehicles and £199-£638 monthly finance payments, with Kia PBV centres at King's Lynn and Cambridge addressing the commercial fleet/EV van segment. The technology stack is standard sector retail — dealer management systems, online search and booking tools, and manufacturer-approved diagnostic equipment — with no proprietary platform or software product.

Go-to-market combines physical showrooms with online vehicle search, finance applications, and a buy-online channel. Customer segments are primarily individual consumers, supplemented by Motability scheme participants and business/fleet customers. Distribution is strictly regional within the UK, with marketing driven by local SEO, customer reviews, and manufacturer brand partnerships. The business has accumulated substantial industry recognition, including AM100 ranking at 76th place, UK Best Workplaces 79th, AM Awards 2025 Dealer Group of the Year, European Kia Dealer of the Year 2024, and BYD UK Retailer Group of the Year 2026.

Name

EMG Motor Group

Legal name

EMG Anglia Ltd

Website

https://emgmotorgroup.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

EMG Motor Group is a private UK automotive retailer operating franchised and used-vehicle dealerships across East Anglia, representing eight OEM brands including Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, and Jaecoo. It serves individual consumers, Motability customers, and fleet clients as a division of the 20-location Grainger Motor Group.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

EV Fleet Leasing & Fleet Management (EV-Focused) (THADANAI)

akta.pro secondary industry

Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE)

Keywords

• Automotive dealerships
• New car sales
• Used car sales
• Vehicle aftersales
• Auto finance services

Headquarters

HQ city

Bury Saint Edmunds

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from franchise brands including Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, and Jaecoo. Revenue generated from vehicle transaction prices with manufacturer incentives.
2. Used Vehicle Sales: Sale of approved used vehicles and pre-owned cars. Browse over 1375 vehicles in stock across the group network.
3. Finance and Insurance Products: Vehicle finance brokering through lenders, offering PCP, HP, and leasing arrangements. Commission earned from financial institution introductions.
4. Aftersales Services: Manufacturer-approved servicing, MOTs, repairs, and parts supply. EV battery testing, 4-wheel alignment, air conditioning services.
5. Parts and Accessories: Sale of genuine manufacturer parts and accessories for vehicle maintenance and personalization.
6. Vehicle Rental: Rent Direct offers car and van rental across East Anglia.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

EMG Motor Group operates a network of 20 automotive dealerships across East Anglia and Hertfordshire in the UK, retailing new and used cars and vans from multiple franchises (Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, Jaecoo). The group delivers manufacturer-approved aftersales services including servicing, MOTs, repairs, and parts, alongside vehicle finance, Motability scheme access, part-exchange, car and van rental (Rent Direct), and dedicated business and fleet services. Originally founded as EMG Anglia Ltd in 1974, the business became a wholly-owned subsidiary of family-run Grainger Motor Group in January 2024 and employs more than 300 staff.

Product overview

EMG Motor Group is a car dealership network operating across East Anglia as part of the Grainger Motor Group. The company offers a unified portfolio of automotive retail services built around new and used vehicle sales (cars and vans), comprehensive aftersales support (servicing, MOTs, repairs, parts), flexible finance solutions, vehicle valuation/trade-in, and Motability scheme participation. The core offering spans multiple vehicle franchises (Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, Jaecoo) and includes ancillary services like car rental through Rent Direct and dedicated PBV centres for electric commercial vehicles. The product portfolio functions as a traditional dealership group model with no unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• New Car Sales Retail of new vehicles across multiple manufacturer franchises including Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, and Jaecoo, sold to private consumers from 20 dealership locations across East Anglia and Hertfordshire.
• Used Car Sales Sale of pre-owned cars and vans, including part-exchange valuations, offered to private buyers across the group's East Anglia and Hertfordshire locations.
• New Van Sales Sale of new light commercial vehicles, including specialist Kia Purpose-Built Vehicle (PBV) electric vans offered from dedicated Kia PBV centres at King's Lynn and Cambridge for business and fleet customers.
• Aftersales Services Manufacturer-approved servicing, MOTs, repairs, and parts supplied by manufacturer-trained technicians across the group's franchised workshops for Kia, BYD, Nissan, Mazda, Honda, MG, Omoda, and Jaecoo customers.
• Business and Fleet Services Dedicated services for businesses and fleet operators including Kia PBV commercial van supply, fleet servicing, specialist fleet staff, and expanded services offered from the King's Lynn and Cambridge PBV centres.
• Vehicle Finance Solutions Finance brokering for new and used vehicle purchases, offering customers structured payment options arranged through the dealership network.
• Motability Scheme Services Supply of new vehicles to disabled customers under the national Motability scheme, supported across the group's franchise locations.
• Car and Van Rental (Rent Direct) Rental services for cars and vans operated under the Rent Direct brand, providing short-term and long-term vehicle hire.

Quantifiable outcome

• Dealer Group of the Year - AM Awards 2025
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered growing, core, adjacent and foundational.

• Omoda Jaecoo UKgrowingChannel Partner/ Reseller/ Distributor · 1 March 2026Omoda and Jaecoo franchises introduced at EMG Huntingdon and Omoda Jaecoo Letchworth (Norton Way) following major showroom refurbishments. Represents newer brand partnerships for the group.
• BYD UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Grainger Motor Group represents BYD with four locations: BYD Bury St Edmunds, BYD King's Lynn, BYD Spalding, and BYD Royston. Partnership strengthened through BYD UK Retailer Awards wins including Retailer Group of the Year and Aftersales Retailer of the Year for EMG BYD King's Lynn.
• Nissan UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Nissan franchise acquired through Norton Way acquisition in January 2026, with Nissan Letchworth and Nissan Cambridge (Duxford) locations.
• Honda UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Honda franchise acquired through Norton Way acquisition, with Norton Way Honda in Letchworth serving the community since 1989. Manufacturer-trained sales executives and Honda-trained technicians.
• Mazda UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Mazda franchise at multiple locations including Mazda Boston, Mazda Cambridge, and Mazda Letchworth (Norton Way).
• Kia UKcoreChannel Partner/ Reseller/ Distributor · 1 November 2025Kia franchise with multiple EMG and Mantles locations including Kia Cambridge, Kia Ely, Kia King's Lynn, Kia Royston, Kia South Cambridge, and Kia Thetford. Kia PBV centres unveiled at King's Lynn and Cambridge for EV van range. Multiple award wins including Dealer of the Year.
• MG Motor UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2025MG franchise at MG Ipswich (EMG) with over 25 years' experience. Full range of MG vehicles including electric and hybrid models. Used MG vehicles also available.
• Motability OperationscoreChannel Partner/ Reseller/ Distributor · 1 January 2024Partnership to supply vehicles through the Motability scheme for disabled individuals. Dedicated specialists guide customers through the contract hire process at multiple locations across the group.
• Rent DirectadjacentChannel Partner/ Reseller/ Distributor · 1 January 2024Car and van rental service acquired as part of EMG Anglia acquisition, offering vehicle rental across East Anglia.
• EMG Holdings / Nick StoreyfoundationalStrategic or Co-development Partner · 1 January 2024Grainger Motor Group acquired EMG Anglia Ltd from Nick Storey, EMG Holdings in January 2024. Deal included 14 dealerships across East Anglia and Rent Direct, taking the group to over 300 staff across 16 locations.

Scale indicators9 records

Recent moves15 records

Expansion highlights6 records

Direct peers

• Vertu Motors: UK-listed multi-brand franchised dealer group operating around 200 sales and aftersales outlets across the country. Comparable to EMG/Grainger as a multi-franchise retailer with similar brand mix (including volume and EV brands), finance and aftersales revenue streams, and active M&A history.
• Marshall Motor Group: UK regional dealer group (~130 dealerships, recently acquired by Constellation Automotive Group) operating across multiple volume brands including Kia, Nissan and Mazda. Directly comparable to EMG in brand mix, regional multi-site footprint, and corporate fleet services.
• Listers Group: Large UK family-owned dealer group operating across multiple volume and premium franchises with a strong regional presence. Comparable to EMG in privately-held multi-brand structure, finance commission model, and aftersales-led recurring revenue.
• Perrys Motor Sales: Mid-sized UK family-owned dealer group with multiple franchises and a regional multi-site footprint. Comparable to EMG as a privately held, mid-scale regional group with similar brand representation including Kia.
• JCT600: Privately-owned Yorkshire-headquartered UK dealer group representing volume and premium brands including Kia, Mazda, Honda and Nissan. Comparable as a family-owned, multi-franchise regional group with similar aftersales and fleet service orientation.
• Steven Eagell Group: UK Toyota and Lexus franchise specialist with regional multi-site operations and strong aftersales focus. Comparable to EMG in franchise-led regional retailing and aftersales-driven customer relationships.
• Bristol Street Motors (Vertu Motors division): Volume-focused franchised dealer brand within the Vertu Motors group, representing Vauxhall, Ford, MG, Hyundai and Kia. Comparable to EMG's EMG-branded dealerships in brand mix (volume Korean/Chinese) and customer segment.

Others

• Motability Operations: UK scheme operator that partners with dealers like EMG to provide lease vehicles to disabled customers. Not a peer in retail but a key channel partner whose scheme rules, allocations and commission structure materially shape EMG's Motability revenue.

Broad incumbents

• Group 1 Automotive: US-headquartered, London-listed automotive retailer with UK operations including Inchcape Retail. Comparable to EMG as a multi-franchise retailer with active acquisition strategy and growing EV exposure.
• Arnold Clark: UK's largest independently owned car dealer, with around 200 dealerships representing dozens of brands and significant used-vehicle and rental operations. A larger-scale analogue to EMG with similar family-ownership and broad franchise coverage.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/emgmotorgroup
• Facebookfacebook.com/EMGBSE
• LinkedInlinkedin.com/company/emg-motor-group

Revenue estimate

Valuation estimate

Number of profiles

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 EMG Motor Group