Auto100
Auto100 is a UK family-run independent used luxury, performance and classic car dealership, founded 2002, selling 398 vehicles across 22 marques from a flagship Huthwaite showroom and Winchester collection point, with finance brokerage and in-house detailing.
- Company typePrivate
- Founded2002
- HeadquartersHuthwaite, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Auto100 does
Auto100, trading as Sales Assistance Limited (FCA reference 728770), is a UK family-run independent used luxury and performance car dealership founded in July 2002 by Christopher Smith and now led by his eldest son Matthew Smith as CEO. The company purchases prestige, performance, and classic vehicles outright (not on sale-or-return) and resells them direct-to-consumer across 22 marques including Aston Martin, Ferrari, Porsche, Bentley, Land Rover, Mercedes-Benz, BMW, Jaguar, Lotus, Maserati and Ford. Active inventory sits at 398 vehicles with a stated value exceeding £30 million, ranging from circa £30,000 hatchbacks to a near-£1,000,000 Ferrari 365 GTS/4 Daytona.
The operating model is collection-only DTC: customers browse inventory online, arrange finance through Auto100's credit-brokerage channel (HP and LP at 9.90% APR, commission-based), and collect vehicles in person from either the flagship 250-car indoor showroom and 3-acre preparation centre on Nunn Brook Road, Huthwaite, or the Winchester Collection point in southern England. Ancillary revenue comes from a four-stage in-house detailing process (pH-neutral snow foam hand wash, clay bar treatment, three-stage machine polish, hand-finished premium wax) plus an optional Angel Wax graphene ceramic coating with a five-year guarantee. Marketing is primarily organic — website listings, TikTok, Instagram, YouTube, Facebook, LinkedIn — supported by extensive customer testimonials.
The business serves HNW individuals, classic car collectors and supercar enthusiasts seeking verified provenance and inspection-ready vehicles, with repeat purchases documented across the testimonial base. Distribution is domestic-only (England); the company is privately held, family-controlled, bootstrapped with no external funding, and operates with 11–50 employees. No AI/ML, proprietary technology platform, or third-party integrations are disclosed — the differentiators are domain expertise (500+ years of combined team automotive experience), national collector network reach, and physical preparation standards.
Auto100 firmographics
Firmographics- Name
- Auto100
- Legal name
- Sales Assistance Limited
- Website
- https://auto100.co.uk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Auto100 is a UK family-run independent used luxury, performance and classic car dealership, founded 2002, selling 398 vehicles across 22 marques from a flagship Huthwaite showroom and Winchester collection point, with finance brokerage and in-house detailing.
- Ownership category
- akta.pro rank
Where Auto100 is headquartered
LocationHeadquarters
- HQ city
- Huthwaite
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Auto100 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Vehicle Sales: Auto100 purchases prestige, performance, and luxury vehicles outright and resells them to customers. They do not operate on a sale-or-return basis, purchasing vehicles with complete confidence for their inventory.
- Vehicle Finance: Auto100 acts as a credit broker introducing customers to finance lenders for HP (Hire Purchase) and LP (Lease Purchase) arrangements. They receive commission from lenders for financed purchases.
- Vehicle Preparation Services: Optional add-on services including professional detailing and graphene ceramic coating treatments for purchased vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 398 vehicles in stock across 22 brands |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Auto100 product offering
Product offeringCore offering
Auto100 is a UK-based family-run independent dealership that sources, prepares, and resells curated used prestige, luxury, and performance vehicles from brands such as Aston Martin, Ferrari, Porsche, Bentley, Land Rover, Mercedes-Benz, and BMW. The company supports sales with an FCA-regulated credit-broker finance service (HP and LP at 9.90% APR), an outright vehicle-purchase / valuation service, and an optional four-stage detailing and Angel Wax graphene ceramic coating preparation programme.
Product overview
Auto100 is a UK-based family-run luxury and performance car dealership offering a curated selection of used prestige vehicles. The core offering consists of selling high-end cars across brands including Aston Martin, Ferrari, Porsche, Bentley, Rolls-Royce, Lamborghini, Land Rover, BMW, Mercedes-Benz, and others. Supporting services include complimentary vehicle valuation, competitive finance solutions (HP and LP), and professional vehicle preparation including detailing and optional ceramic coating. The business operates a flagship 250-car showroom in Nottinghamshire and a collection point in Winchester, with inventory valued at over £30 million.
Differentiator
Problem solved
Functional benefit
Products and services
- Used Prestige, Luxury & Performance Cars Sales Core retail offering: curated used prestige, luxury, and performance vehicles across 22 brands (Aston Martin, Ferrari, Porsche, Bentley, Land Rover, Mercedes-Benz, BMW, Jaguar, Lotus, Maserati, and others), typically 398+ cars in stock valued at over £30 million, sold on a collection-only basis from the Nottinghamshire flagship or Winchester collection point.
Quantifiable outcome
- Vehicles often sold before reaching the market due to national collector network
- +1 more outcomes
Companies that use Auto100
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Auto100 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Auto100 partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Angel WaxcoreAuto100 partners with Angel Wax for their graphene ceramic coating services. This partnership enables Auto100 to offer premium paint protection with a five-year guarantee, providing long-term vehicle protection to customers. The coating is applied at Auto100's preparation centre.
- Finance Lenders (Multiple)coreAuto100 acts as a credit broker, introducing customers to a limited number of finance lenders for vehicle financing. They work with these lenders to provide competitive HP and LP finance packages with rates at 9.90% APR.
Scale indicators4 records
Recent moves10 records
Expansion highlights4 records
Auto100 competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Auto100 social profiles
Digital presenceAuto100 compliance and trust
Trust signalCompliance2 records
Auto100 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto100 leadership team
Management profileNumber of profiles
Profiles3 records
Auto100 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto100 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Auto100
What does Auto100 do?
Auto100 is a UK-based family-run independent dealership that sources, prepares, and resells curated used prestige, luxury, and performance vehicles from brands such as Aston Martin, Ferrari, Porsche, Bentley, Land Rover, Mercedes-Benz, and BMW. The company supports sales with an FCA-regulated credit-broker finance service (HP and LP at 9.90% APR), an outright vehicle-purchase / valuation service, and an optional four-stage detailing and Angel Wax graphene ceramic coating preparation programme.
Is Auto100 a public or private company?
Auto100 is a private company. It is classified as family owned and is currently operating.
When was Auto100 founded?
Auto100 was founded in 2002. It employs 11 to 50 people.
Where is Auto100 based?
Auto100 is headquartered in Huthwaite, United Kingdom, in the Europe region.
How does Auto100 make money?
Three revenue lines are on record. Vehicle Sales are the primary driver. The others are vehicle Finance and vehicle Preparation Services.
Does Auto100 have an API?
No public API is recorded for Auto100.