What Partridge BMW does

Partridge of Hampshire Limited, trading as Partridge BMW, is an authorised BMW Retailer and franchise partner of BMW UK Limited, operating from two physical locations in Hampshire: a flagship dealership in Chandler's Ford, Eastleigh combining sales, service, parts and bodyshop functions, and a service-and-parts site in Winchester. The legal entity is registered in England (company number 08313261) with Toby Partridge as Managing Director and 166 staff as at 31 December 2025. The business holds FCA authorisations for consumer credit broking and general insurance mediation, a Motor Industry Code of Practice subscription, and Modern Slavery Act 2015 compliance.

The core product portfolio spans BMW's new-vehicle range across electric (iX3, iX2, iX1, i5, i5 Touring, i7, iX), plug-in hybrid (XM, 5 Series, 3 Series, 7 Series, 2 Series Active Tourer, X5 xDrive50e, X3 xDrive30e), and petrol/diesel variants, alongside BMW Approved Used vehicles carrying a minimum 12-month unlimited-mileage BMW Warranty. Supporting revenue lines include BMW Service & Repairs using Genuine BMW Parts and the age-tiered BMW Value Service (up to 40% discount on parts for vehicles over three years old), a BMW Approved Bodyshop with ColorSystem Paint, and Partridge Accident Management providing free non-fault claim handling and Enterprise Rent-A-Car courtesy vehicles. Finance and insurance are intermediated through BMW Financial Services (BMW Select/PCP, Hire Purchase, Personal Contract Hire, Business Contract Hire) and South Quays/Wrisk for BMW Car Insurance, Flex Insurance, Insured Warranty and Service Inclusive.

The business generates revenue across five streams (new and used vehicle sales, service and repair, parts and accessories, finance and insurance referrals, and accident management) and serves four named segments: individual retail customers, business and fleet customers, existing BMW owners, and budget-conscious service customers. From 2026 the business will additionally retail Changan vehicles, expanding beyond the BMW franchise. Distribution combines physical showrooms, digital lead generation via partridgebmw.co.uk, social channels (Facebook, Instagram, LinkedIn, X, YouTube), and the My BMW App for vehicle connectivity, with access to 520,000+ European charging points via the BMW Charging Card plus Pod Point home-charging partnerships.

Name

Partridge BMW

Legal name

Partridge Of Hampshire Limited

Website

https://partridgebmw.co.uk

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Partridge of Hampshire Limited is an authorised BMW franchise partner operating two Hampshire dealerships in Chandler's Ford and Winchester, selling new and approved used BMWs, providing manufacturer-backed servicing, bodyshop and accident management, and intermediating finance and insurance for retail, fleet and existing-owner customers.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Automotive Body, Paint, Interior, and Glass Repair (81112)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)

akta.pro secondary industry

Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

Keywords

• Authorized BMW dealer
• New vehicle sales
• Vehicle servicing
• Accident management
• Fleet leasing

Headquarters

HQ city

Chandler's Ford, Eastleigh

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Vehicle Sales: Sale of new BMW vehicles and BMW Approved Used vehicles as an authorized BMW franchise partner. Revenue generated from vehicle transactions, delivery charges, and accessories bundled with sales.
2. Service and Repair: Workshop services for BMW vehicles including routine maintenance, repairs, and warranty work. Revenue from labour charges and parts sales. BMW Value Service provides tiered pricing based on vehicle age with up to 40% discounts on parts.
3. Parts and Accessories: Sale of BMW Genuine Parts, accessories, and merchandise. Includes charging accessories, ConnectedDrive products, and lifestyle items.
4. Finance and Insurance Products: As a credit broker, Partridge introduces customers to BMW Financial Services and receives commission payments. They also facilitate insurance products including BMW Flex Car Insurance and BMW Insured Warranty.
5. Accident Management: Free non-fault accident management service. Revenue generated from managing repairs through the bodyshop, with costs recovered from at-fault insurers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Partridge BMW is an authorized BMW franchise retailer selling new BMW vehicles (electric, plug-in hybrid, petrol, and diesel) and BMW Approved Used cars, supported by in-house servicing using Genuine BMW Parts, a BMW Approved Bodyshop for accident repairs, and Partridge Accident Management providing replacement vehicles and non-fault claims handling. The dealership also brokers finance through BMW Financial Services and insurance through authorised partners, serving private retail customers and business/fleet clients across Hampshire with nationwide delivery.

Product overview

Partridge of Hampshire is an authorized BMW dealership operating as a single-location franchise partner of BMW UK Ltd. The business offers a comprehensive portfolio of BMW vehicles across multiple powertrain types including all-electric models (iX3, iX2, iX1, i5, i5 Touring, i7, iX), plug-in hybrids (XM, X5, X3, 5 Series, 3 Series, 7 Series, 2 Series Active Tourer), and conventional petrol/diesel vehicles. The core product line is supplemented by BMW Approved Used pre-owned vehicles with verified service history and warranty. Supporting services include full servicing and repairs using Genuine BMW Parts (with BMW Value Service offering up to 40% discount on parts for vehicles over 3 years), BMW Approved Bodyshop accident repair services, and Partridge Accident Management providing replacement vehicles and insurance claim handling. Finance solutions encompass BMW Select (PCP), Personal Contract Hire, Hire Purchase, and Business Contract Hire through BMW Financial Services, plus the Business Partnership Programme for fleet customers. Insurance products include BMW Car Insurance with complimentary first-year cover on selected models and BMW Service Inclusive covering 3 years of scheduled maintenance. Charging infrastructure products include Pod Point home chargers and BMW Charging Card access to 520,000+ public charging points across Europe. The dealership also offers a range of BMW Genuine Accessories, ConnectedDrive technology, and My BMW App connectivity solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• BMW iX3 All-electric mid-size SUV with up to 500 miles WLTP range, 320hp power, BMW Panoramic iDrive, and sixth-generation BMW eDrive technology. Boot space of 520 litres (1,750 litres with rear seats folded). Priced from £53,250 OTR.
• BMW iX1 All-electric compact crossover SUV with up to 320 miles range and 313hp. Priced from £43,555 OTR.
• BMW iX2 All-electric coupé SUV with up to 320 miles range, 306hp, 525 litres boot space. Priced from £49,705 OTR.
• BMW i5 All-electric 5-door executive saloon with up to 384 miles range and 490 litres boot space.
• BMW i5 Touring All-electric estate version of the i5 with up to 370 miles range and 570 litres boot space.
• BMW i7 All-electric luxury saloon with up to 387-452 miles range and 500 litres boot space.
• BMW iX All-electric luxury SUV with up to 426 miles range.
• BMW X5 Luxury SUV available in diesel (xDrive30d), petrol (M60i), and plug-in hybrid (xDrive50e) variants. Priced from £76,890 OTR.
• BMW 3 Series Saloon PHEV Plug-in hybrid saloon with up to 62 miles electric range, 5-seater body, 480 litres boot space.
• BMW 5 Series Saloon PHEV Executive plug-in hybrid saloon with up to 64 miles electric range and 520 litres boot space.
• BMW XM High-performance plug-in hybrid SUV with 727hp, 0-62mph in 3.8 seconds, up to 50 miles electric range, and 527 litres boot space. Priced from £112,820 OTR (XM 50e).
• BMW Approved Used Vehicles Carefully selected pre-owned BMW vehicles with fully-verified service history and a minimum 12-month unlimited mileage BMW Warranty, sold through the Partridge BMW used car programme.
• BMW Service & Repairs Full servicing, repair, and maintenance services performed by BMW Trained Technicians using Genuine BMW Parts. Includes BMW Value Service with up to 40% discount on parts for vehicles over 3 years old.
• BMW Approved Bodyshop Accident repair services using BMW ColorSystem Paint, latest BMW-approved technology, and Genuine BMW Parts. Covered by guarantee with lifetime guarantees for larger repairs.
• Partridge Accident Management Free accident support service arranging replacement vehicles through Enterprise Rent-A-Car, recovery services, and managing non-fault insurance claims using manufacturer-approved parts.
• BMW Genuine Accessories and Parts Range of genuine BMW accessories, parts, ConnectedDrive products, and lifestyle items.
• BMW Charging Solutions Home and public charging solutions including Pod Point 7kW smart home chargers, flexible charging cables up to 11kW, and BMW Charging Card access to 520,000+ public charging points across Europe.
• BMW Finance (PCP, Hire Purchase, Personal Contract Hire) Personal finance products brokered through BMW Financial Services including BMW Select (PCP) with flexible monthly payments and an optional final payment, straightforward Hire Purchase transferring ownership, and Personal Contract Hire long-term leasing with no ownership option. Representative 2.9% APR available.
• BMW Business Contract Hire Business-focused long-term lease with flexible terms, customizable mileage, and optional maintenance packages for company car users and fleet managers.
• BMW Business Partnership Programme Fleet and business finance programme for businesses and sole traders with fewer than 50 company cars, offering finance rates across the BMW range including plug-in hybrid and electric models.
• BMW Car Insurance Fully comprehensive car insurance arranged and administered by Wrisk Transfer Limited, with complimentary first-year cover on new BMW 1 Series and 2 Series Gran Coupé purchases. Features include guaranteed BMW Approved Bodyshop repairs, courtesy car, uninsured driver promise, and up to £1,000 cover for replacement keys.
• BMW Service Inclusive Complimentary servicing package covering scheduled maintenance for 3 years or up to 37,282 miles, including engine oil, microfilter, brake fluid, air filter, spark plugs, and vehicle check service.
• BMW Warranty and BMW Insured Warranty Manufacturer warranty coverage for vehicles, extended warranty protection options, and BMW Insured Warranty, plus BMW Roadside Assistance and BMW Roadside Assistance Essential packages.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered major, core and minor.

• ChanganmajorChannel Partner/ Reseller/ Distributor · 1 January 2026From 2026, Partridge of Hampshire will also retail Changan vehicles, expanding the business beyond the BMW franchise to offer additional vehicle options to customers.
• BMW UK LtdcoreChannel Partner/ Reseller/ DistributorFranchise partnership as an authorized BMW Retailer. Partridge operates as the exclusive BMW dealership in Hampshire, selling new vehicles, offering approved used cars, and providing factory-authorized service and parts using BMW Genuine Parts and BMW-trained technicians.
• Enterprise Rent-A-CarcoreChannel Partner/ Reseller/ DistributorReplacement vehicle provider for accident management customers. When customers' BMWs are undergoing accident repairs, Enterprise provides quality replacement vehicles to maintain mobility.
• BMW Charging (including IONITY and bp pulse networks)coreTechnology or IntegrationBMW Charging Card provides access to over 520,000 charging points across Europe. Partnership with IONITY and bp pulse for subscription-based rapid charging services with preferential rates for BMW electric vehicle owners.
• Pod PointmajorTechnology or IntegrationHome charging solution provider. Pod Point offers smart 7kW home chargers with free standard installation and 3-year warranty. Chargers provide 3x faster charging than standard three-pin plugs with app-based monitoring.
• South Quays LimitedminorImplementation/ SI/ Consulting PartnerAppointed representative for general insurance mediation. Partridge is an appointed representative of South Quays Limited for general insurance products including BMW Flex Car Insurance and BMW Insured Warranty.
• BDO LLPminorOthersExternal tax advisors providing corporation tax compliance support, employment tax and VAT compliance services. Regular meetings ensure the business stays current with relevant tax legislation.
• Motor OmbudsmanminorOthersAlternative Dispute Resolution (ADR) provider approved by government through CTSI. Partridge subscribes to Motor Ombudsman for dispute resolution in case customer complaints cannot be resolved directly.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pendragon plc: Previously one of the UK's largest premium and volume car retailer groups (including BMW), now under Lithia ownership. Direct peer in the UK franchised retail and aftersales space with similar exposure to franchise economics.
• Marshall Motor Group: UK-wide franchised dealer group holding BMW alongside other premium volume brands. Operates sales, service, parts and bodyshop facilities across regions, mirroring Partridge's multi-site integrated structure.
• Sytner Group: UK's largest premium-car retailer group, predominantly BMW and MINI. Operates multiple franchised dealerships with integrated sales, service and bodyshop, making it the closest direct peer to Partridge's full-service BMW franchise model.
• JCT600: Large UK BMW and premium franchise dealer group with sales, aftersales and accident-repair operations. Comparable in business model to Partridge with multi-site integrated retail and service.
• Arnold Clark: UK's largest independently owned car dealer group operating sales, service and bodyshop at scale. Comparable in integrated dealership business model even though brand mix skews volume rather than premium.
• Vertu Motors: UK-wide volume and premium franchised dealer group (BMW included in some sites). Comparable as a multi-brand, multi-site UK car retailer relying on franchise relationships and aftersales economics.
• Dick Lovett: BMW and luxury-car retailer group concentrated in the South/South-West of England. Directly comparable to Partridge as a regional BMW specialist with full sales/service capability and premium customer focus.

Broad incumbents

• Inchcape plc: International multi-brand automotive distributor and retailer with UK operations. A broader incumbent in automotive retail/distribution whose UK division overlaps with Partridge's franchise model across multiple OEMs.

Others

• Auto Trader UK: UK's largest automotive marketplace and a key digital customer-acquisition channel for franchised dealers including Partridge. Not a direct competitor but a critical demand-generation and used-vehicle pricing reference point.
• Cox Automotive UK: Provides remarketing, dealer software and vehicle services to UK franchised dealers. Adjacent ecosystem player rather than a competitor, but enables comparable dealer operations and used-vehicle remarketing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PartridgeBMW
• YouTubeyoutube.com/channel/UCJ8HQoTyH7Rs5jYP4-VRLLw
• Facebookfacebook.com/PartridgeBMW
• LinkedInlinkedin.com/company/partridgebmw
• Instagraminstagram.com/partridgebmw

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Partridge BMW