Pure Cars
Pure Cars is a Wakefield-based prestige used-car dealership, trading under Cars2 Group, retailing premium marques with online checkout, finance broking, aftersales servicing, and Motability offerings.
- Company typePrivate
- Founded2018
- HeadquartersWakefield, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Pure Cars does
Pure Cars is a prestige used-car dealership operating as a trading style of Cars 2 Limited, a private limited company in Wakefield, West Yorkshire, UK. Founded in February 2018 as a specialist brand within the Cars2 Group (parent established 2006, 15 outlets, £100m+ combined group turnover), Pure Cars retails curated used vehicles from marques including Aston Martin, Audi, Bentley, BMW, Ferrari, Jaguar, Lamborghini, Land Rover, Lotus, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls Royce, and Tesla. Since 2021 it has operated from a new city-centre dealership with capacity for 100+ vehicles and a state-of-the-art service centre.
The business runs an omnichannel model: a website with online vehicle valuation, finance calculators, online checkout with deposit collection, customer accounts, and click & collect, alongside the physical showroom and service centre. Revenue is generated through one-off vehicle sales, finance broking commissions on PCP and HP agreements (FCA-authorised, FRN 536711, via AutoConvert and a panel of credit providers including Equifax-screened lenders), recurring aftersales service subscriptions from £9.99 per month, and part-exchange purchases. Aftersales covers servicing, MOT, tyres, parts, and accident repair.
Pure Cars serves three customer segments: individual prestige car buyers (primary), business and fleet customers (secondary), and Motability scheme participants (secondary). GTM mixes direct-to-consumer online sales, enterprise field sales in the showroom, event-driven demand generation (Ferrari Event, Preview Weekend), and Motability participation. The unit operates with 17 employees under family-run leadership (Managing Director Jeremy Bates, Financial Director Lindsay Collier, Director Callum Otley) and is supported by Cars2 Group's scale and finance relationships.
Pure Cars firmographics
Firmographics- Name
- Pure Cars
- Legal name
- Cars 2 Limited
- Website
- https://purecars.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure Cars is a Wakefield-based prestige used-car dealership, trading under Cars2 Group, retailing premium marques with online checkout, finance broking, aftersales servicing, and Motability offerings.
- Ownership category
- akta.pro rank
Where Pure Cars is headquartered
LocationHeadquarters
- HQ city
- Wakefield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Pure Cars business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Vehicle Sales: Sale of prestige used cars including Aston Martin, Audi, Bentley, BMW, Ferrari, Jaguar, Lamborghini, Land Rover, Lotus, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls Royce, and Tesla. Revenue from vehicle transaction prices.
- Finance Broking: Commission earned from introducing customers to finance providers for PCP and HP agreements. Receives fixed fees or percentage of amount borrowed from lenders.
- Aftersales Services: Vehicle servicing, MOT testing, tyres, parts, and accident repairs. Service plans available from £9.99/month.
- Vehicle Part-Exchange: Purchase of customer vehicles as part-exchange towards new vehicle purchases, with potential equity payouts or settlements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Vehicle purchases |
| Subscription | Monthly | Service Plans |
| Unit Pricing | Pay-as-you-go | Vehicle Servicing |
| Subscription | Monthly | Personal Contract Purchase (PCP) |
| Subscription | Monthly | Hire Purchase (HP) |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Pure Cars product offering
Product offeringCore offering
Pure Cars is a prestige used car dealership that sells quality-checked vehicles from premium marques (Aston Martin, Bentley, BMW, Ferrari, Lamborghini, McLaren, Mercedes-Benz, Porsche, Rolls Royce, Tesla, and others) from a state-of-the-art showroom in Wakefield. The dealership complements vehicle sales with finance brokerage (PCP and Hire Purchase), aftersales servicing and MOT testing, monthly service plans, part-exchange valuations, Motability scheme vehicles, and business/fleet sales, supported by online purchasing, valuation, and service booking tools.
Product overview
Pure Cars is a prestige used car dealership operated by Cars2 Ltd, offering a curated portfolio of premium vehicles from brands including Aston Martin, Audi, Bentley, BMW, Ferrari, Jaguar, Lamborghini, Land Rover, Lotus, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls Royce, and Tesla. The core product is the sale of quality-checked prestige used vehicles, supported by complementary modules including finance solutions (PCP and Hire Purchase), aftersales servicing (with service plans from £9.99/month), online purchasing capability, vehicle valuation/sell-your-car services, service booking, Motability schemes, and business fleet sales. The company operates from a state-of-the-art dealership in Wakefield, West Yorkshire, opened in 2021.
Differentiator
Problem solved
Functional benefit
Products and services
- Pure Cars Prestige Used Vehicles Curated inventory of quality-checked used prestige vehicles including Aston Martin, Audi, Bentley, BMW, Ferrari, Jaguar, Lamborghini, Land Rover, Lotus, Maserati, McLaren, Mercedes-Benz, Porsche, Rolls Royce and Tesla. Each vehicle is inspected, prepared to high standards and supplied with thousands of pounds of added extras. Also encompasses business/fleet sales and Motability scheme vehicles as distinct go-to-market channels.
- Personal Contract Purchase (PCP) Finance Finance option that lowers monthly payments by deferring a portion of the finance to the end of the agreement as a Guaranteed Future Value (GFV). Available for borrowing from £3,000 to £250,000 over 24-48 months, with no minimum deposit.
- Hire Purchase (HP) Finance Finance option that spreads the cost of a vehicle purchase with full ownership transferred at the end of the term. Available for borrowing from £3,000 to £250,000 over 24-60 months, with no minimum deposit.
- Aftersales Servicing and MOT Vehicle servicing (from £99), MOT testing, tyres, parts, accident repairs and free vehicle health checks delivered from the on-site service centre by technicians trained for prestige marques.
- Affordable Service Plans Monthly direct-debit service plans starting from £9.99/month that spread annual servicing costs and include a free exterior wash, interior vacuum and clean, and vehicle health checks.
- Motability Vehicles Vehicles supplied under the Motability Scheme for customers receiving mobility allowances, including wheelchair accessible vehicles and specialist support from Motability-trained staff.
Quantifiable outcome
- Hundred of 5-star Google Reviews since opening
Companies that use Pure Cars
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Pure Cars technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Pure Cars partnerships and signals
Strategic signalScale indicators5 records
Recent moves8 records
Expansion highlights4 records
Pure Cars competitors and assessment
Company assessmentOthers
- Auto Trader UK: UK's dominant online car marketplace where dealers, including Pure Cars' competitors, list inventory. Not a competitor on transactions but a key channel and competitive landscape for dealer lead generation and used-car price discovery.
Broad incumbents
- Inchcape UK: Global premium automotive distributor and retailer with UK operations across luxury and premium marques. Overlaps with Pure Cars on prestige used vehicles and aftersales but serves a much broader international product portfolio.
- Marshall Motor Group: Large UK motor retailer with a portfolio spanning premium and volume brands across multiple geographies. Comparable in offering vehicle sales, finance brokerage, aftersales, and Motability, but operates a much wider brand mix rather than being a prestige specialist.
Direct peers
- Motorpoint: UK's largest independent used-car retailer focused on nearly-new and used vehicles, with national 'driveway' delivery and finance offerings. Directly comparable business model to Pure Cars' used-vehicle, finance-brokering, and delivery proposition but at significantly larger scale and with a broader (non-prestige) inventory mix.
- Sytner Group: UK prestige and premium car retailer (part of Vertu Motors) selling BMW, Mercedes-Benz, Audi, Land Rover, Porsche and similar marques with finance, servicing and approved-used programmes. Direct competitor for the same UK prestige-buyer demographic as Pure Cars.
- H.R. Owen: UK prestige and luxury car retailer (Ferrari, Bentley, Aston Martin, Rolls Royce, Lamborghini, Maserati). Directly comparable business model — high-end new and pre-owned vehicle sales, finance, and aftersales — at national scale versus Pure Cars' regional Yorkshire presence.
- Jardine Motors: UK prestige franchised retailer for Aston Martin, McLaren, Porsche and other premium marques with new, approved-pre-owned, finance, and aftersales services. Closest large-group comparison to Pure Cars' brand portfolio and prestige-used focus.
- Stratstone (Lookers): Multi-franchise prestige car retailer across the UK representing brands like BMW, Mercedes-Benz, Jaguar, Land Rover and Aston Martin. Comparable in franchise and prestige used-car mix, financing, and aftersales offering, but operates at significantly larger national scale.
- Lancaster (Lookers brand): Lookers' prestige and premium car retailer focused on Mercedes-Benz, Ferrari, Maserati and other high-end marques with new, approved-used, servicing and finance. Direct competitor for the same prestige used car and aftersales segments that Pure Cars targets.
Emerging players
- Cazoo (assets / Motorpoint integration): Online used-car retailer that disrupted UK dealer norms with home delivery before undergoing restructuring. Comparable to Pure Cars' online purchase and home-delivery proposition; a current or successor operation remains a directional competitor for digital prestige buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Cars social profiles
Digital presencePure Cars compliance and trust
Trust signalCompliance2 records
Pure Cars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Cars leadership team
Management profileNumber of profiles
Profiles3 records
Pure Cars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Cars 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 Pure Cars
What does Pure Cars do?
Pure Cars is a prestige used car dealership that sells quality-checked vehicles from premium marques (Aston Martin, Bentley, BMW, Ferrari, Lamborghini, McLaren, Mercedes-Benz, Porsche, Rolls Royce, Tesla, and others) from a state-of-the-art showroom in Wakefield. The dealership complements vehicle sales with finance brokerage (PCP and Hire Purchase), aftersales servicing and MOT testing, monthly service plans, part-exchange valuations, Motability scheme vehicles, and business/fleet sales, supported by online purchasing, valuation, and service booking tools.
Is Pure Cars a public or private company?
Pure Cars is a private company. It is classified as family owned and is currently operating.
When was Pure Cars founded?
Pure Cars was founded in 2018. It employs 11 to 50 people.
Where is Pure Cars based?
Pure Cars is headquartered in Wakefield, United Kingdom, in the Europe region.
How does Pure Cars make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are finance Broking, aftersales Services and vehicle Part-Exchange.
Who are Pure Cars's main competitors?
Auto Trader UK is listed as an others. Broad incumbents are Inchcape UK and Marshall Motor Group. Direct peers are Motorpoint, Sytner Group, H.R. Owen, Jardine Motors, Stratstone (Lookers) and Lancaster (Lookers brand). Cazoo (assets / Motorpoint integration) is listed as an emerging player.
Does Pure Cars have an API?
No public API is recorded for Pure Cars.