A F Noble & Son

What A F Noble & Son does

A F Noble & Son is a fourth-generation, family-owned automotive retail and aftersales business headquartered in Penicuik, Midlothian, Scotland, founded in the early 1930s. The company operates a single physical showroom and service facility at 2A Eastfield Farm Road, Penicuik, serving the Edinburgh and Lothian region, and functions as an authorised main dealer for Subaru, Isuzu, GWM Motors, and Mitsubishi, with additional franchise stock including XPENG electric vehicles and used Toyota, Audi, and Iveco commercial vehicles. The core offering comprises new and used vehicle sales, manufacturer-standard servicing and repairs, MOT testing, bodyshop and accident repair, genuine parts, Hunter wheel alignment, finance brokerage under an FCA Appointed Representative arrangement with Ingeni Services Group Limited, a 4x4 hire fleet, and a vehicle sourcing service branded A.F. Noble Prestige.

The business model is a traditional franchised dealership: revenue is generated one transaction at a time through new vehicle sales (commission and margin on manufacturer supply), used vehicle sales (forecourt margin and part-exchange arbitrage), and recurring aftersales work (servicing, repairs, MOT, parts, bodyshop). Finance commission from a panel of lenders and short-term hire income from the 4x4 fleet add secondary, lower-ticket revenue streams. GTM is primarily local and physical: a single showroom supported by a searchable website, stocklist email signups, social sharing, and direct channels (phone, email, WhatsApp). Customer segments span individual family buyers, commercial fleet and trades buyers (pickups, vans), and electric and hybrid vehicle enthusiasts.

The company employs between 11 and 50 people, is registered as A F Noble & Son (Penicuik) Ltd, and is privately held by the founding family with no disclosed external investors, parent entity, or public listing. There are no proprietary technology platforms, software products, or AI/ML capabilities; all vehicle technologies (Subaru e-Boxer, XPENG Xpilot, Lineartronic CVT) are OEM-supplied. No revenue, funding, or M&A figures are publicly disclosed.

Name

A F Noble & Son

Legal name

A F Noble & Son (Penicuik) Ltd

Website

https://alexfnoble.co.uk

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

A F Noble & Son is a fourth-generation, family-owned car dealership in Penicuik, Scotland, serving the Edinburgh and Lothian region as an authorised main dealer for Subaru, Isuzu, GWM, and Mitsubishi, with new and used vehicle sales, servicing, MOT, bodyshop, 4x4 hire, and vehicle sourcing.

Ownership category

akta.pro rank

Headquarters

HQ city

Penicuik

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New and Used): Primary revenue stream from sales of new vehicles as authorised main dealer and used vehicles from part-exchange and stock. Vehicles sold include Subaru, Isuzu, GWM Motors, Mitsubishi, XPENG, Toyota, Audi, and Iveco commercial vehicles. Prices range from budget vehicles to premium models up to £70,000+.
2. Servicing, Maintenance and Repairs: Aftermarket revenue from manufacturer-trained technicians providing servicing, repairs and maintenance to full manufacturer standards. Includes MOT testing, parts replacement, and bodyshop/accident repair services.
3. Vehicle Hire: Revenue from A.F. Noble 4X4 Hire fleet, providing temporary vehicle hire to customers in Edinburgh and Lothian region. Includes hire FAQ support and dedicated hire vehicle inventory.
4. Parts Sales: Sale of vehicle parts and accessories to support customer maintenance needs.
5. Finance and Insurance Products: Credit brokerage services introducing customers to finance lenders for vehicle purchases. Acts as Appointed Representative of Ingeni Services Group Limited, authorised and regulated by FCA. Receives commission from lenders for introductions.
6. Vehicle Trade-In/Sell Your Car: Purchase of customer vehicles as part-exchange or direct sale, which are then resold through the used car inventory.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

A.F. Noble & Son is an authorised main automotive dealership in Penicuik, Scotland, selling new Subaru, Isuzu, GWM Motors, Mitsubishi, and XPENG vehicles alongside a multi-brand used car inventory. The company also provides manufacturer-standard servicing and repairs, MOT testing, parts, bodyshop and accident repairs, Hunter wheel alignment, a 4x4 hire fleet, vehicle sourcing through 'A.F. Noble Prestige', and vehicle finance brokerage as an FCA-regulated Appointed Representative.

Product overview

A.F. Noble & Son is a fourth-generation family-run car dealership operating as an authorised main dealer for Subaru, Isuzu, GWM Motors, and Mitsubishi Motors. The company offers a portfolio of new vehicles across multiple brands, an extensive used car showroom spanning various makes (Subaru, Isuzu, GWM, Mitsubishi, XPENG, Toyota, Audi, Iveco), and complementary services including servicing, MOT, parts, bodyshop repairs, Hunter wheel alignment, and 4X4 vehicle hire. The company also provides vehicle sourcing through its Prestige service. The product offering is centred on vehicle sales supported by aftercare services, with no software platform or digital product component.

Differentiator

Problem solved

Functional benefit

Products and services

• Used Cars Pre-owned vehicle sales covering multiple brands including Subaru, Isuzu, GWM, Mitsubishi, XPENG, Toyota, Audi, and Iveco, with SUVs, estates, pickups, and commercial vans available in diesel, petrol, hybrid, and electric fuel types. Targeted at individual and family buyers in the Edinburgh and Lothian region.
• New Subaru Vehicles Authorised main dealer sales of new Subaru models including Outback, Forester, Crosstrek, Solterra (electric), and XV e-Boxer hybrids, with manufacturer warranty and technical support. Targeted at personal and family buyers.
• New Isuzu Vehicles Authorised main dealer sales of new Isuzu D-Max pickup trucks in DL20, DL40, Utility, and V-Cross trims, targeted at commercial operators and lifestyle pickup buyers.
• New GWM Motors Vehicles Authorised dealer sales of new Great Wall Motors vehicles including Haval Jolion Pro, ORA 03 electric hatchback, and POER300 commercial pickup trucks, targeted at value-conscious and commercial buyers.
• New Mitsubishi Motors Vehicles Authorised dealer sales of new Mitsubishi vehicles including L200 pickup and Outlander PHEV, targeted at commercial and family buyers seeking plug-in hybrid SUVs.
• XPENG Electric Vehicles Sales of XPENG electric vehicles including the G6 Long Range SUV with 87.5kWh battery and up to 354 mile WLTP range, targeted at electric and hybrid vehicle enthusiasts in the Edinburgh region.
• Vehicle Servicing, Parts & Repairs Manufacturer-trained technician servicing, repairs, and maintenance completed to full manufacturer standards, including genuine parts supply, for all brands represented by the dealership and other marques. Targeted at existing vehicle owners in the region.
• MOT Testing Statutory MOT testing service for vehicles in the Edinburgh and Lothian region, performed at the Penicuik dealership.
• Bodyshop & Accident Repairs Bodyshop and accident repair services for vehicles requiring collision damage repair, bodywork, and refinishing, conducted at the Penicuik dealership.
• Hunter Wheel Alignment Professional four-wheel alignment service using Hunter equipment for precise vehicle geometry adjustment, available to customers across all marques at the Penicuik dealership.
• A.F. Noble 4X4 Hire Short-term four-wheel-drive vehicle rental service using a dedicated hire fleet, providing temporary 4x4 access for personal or commercial use in the Edinburgh and Lothian region.
• A.F. Noble Prestige Vehicle Sourcing Specialist vehicle sourcing service that locates and procures specific vehicles on behalf of customers when the desired vehicle is not currently in stock, branded as the A.F. Noble Prestige service.
• Vehicle Finance Brokerage Credit brokerage service introducing vehicle purchasers to a panel of finance lenders, operated as an Appointed Representative of Ingeni Services Group Limited (FCA-authorised, FRN 747381), with commission earned on introductions.

Quantifiable outcome

• Over 90 years of continuous trading as a family business
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• SubarucoreChannel Partner/ Reseller/ DistributorAuthorised main dealer for Subaru vehicles, representing the longest-standing brand relationship spanning decades. Sells full range of Subaru vehicles including Outback, Forester, Crosstrek, Solterra (electric), and XV. Benefits from manufacturer training, warranty support, and supply of new vehicles.
• IsuzucoreChannel Partner/ Reseller/ DistributorAuthorised main dealer for Isuzu vehicles, specifically the D-Max pickup truck range. Long-standing relationship spanning decades. Stocks D-Max models in various specifications including DL20, DL40, Utility, and V-Cross trims.
• GWM Motors (Great Wall Motors)secondaryChannel Partner/ Reseller/ DistributorAuthorised main dealer for GWM Motors brand, representing a newer partnership as the brand expands in the UK market. Stocks GWM vehicles including Haval Jolion Pro, ORA 03 electric car, and POER pickup trucks.
• Mitsubishi MotorssecondaryChannel Partner/ Reseller/ DistributorRecently added brand to the dealership family. Stocks Mitsubishi vehicles including L200 pickup and Outlander PHEV. Represents growth of the dealer group's brand portfolio.
• XPENGsecondaryChannel Partner/ Reseller/ DistributorDealer offering XPENG electric vehicles including the G6 Long Range SUV. XPENG is a Chinese electric vehicle manufacturer. The dealership acts as a stockist for XPENG vehicles in the Edinburgh region.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/edinburghnissan
• Facebookfacebook.com/Subaruedinburgh
• LinkedInlinkedin.com/company/alex-f.-noble

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 A F Noble & Son