CREWE-HEADQUARTERED motor dealer group Swansway reaped the reward of careful stewardship during the pandemic's financial downturn to make record profits in 2020.

While Swansway Group may be a big success story in the competitive vehicle sales sector, financial performance is not the only motivation of the family-owned firm, which was founded by Michael Smyth 18 years ago.

The company firmly believes in maintaining a strong commitment to the local community, while supporting its workforce.

So the decision to bring most of its senior staff back into the business off furlough in May last year made perfect sense, as they stayed in the work place, while adhering to all the government guidelines, to ensure the business negotiated the bumpy ride through the lockdown periods.

That moved paid off and helped contribute to a 155 per cent rise in pre-tax profits to £10.2 million last year, with Group Chairman Mr Smyth recalling: "At the beginning of the pandemic I got my senior people together and reminded them of the basics of retailing with a particular focus on the speed at which we kept in touch with all potential customers and to treat all leads as gold dust.

"I firmly believe the team took this on board and I would like to congratulate them on a job well done."

Despite the difficult economic environment Swansway saw new vehicles sales (retail and fleet) increase to 17,862 last year (from 16,622 in 2019), while used vehicle sales (cars and vans) were up to 13,436 from 12,937 in 2019.

Crewe is at the heart of Swansway's operations, which include 23 sites in the North West and the Midlands, with the motor group's head office, fleet, bodyshop and parts depot all based in our town.

Nearly a third of Swansway's staff (of 1069 across all sites) are based in Crewe, where significant investment has taken place in the last year.

In March Swansway Group expanded its non-franchise Motor Match brand in Crewe and positioned it alongside its Swansway Jaguar Crewe site on Crewe Green roundabout.

Last year it invested in CUPRA Specialist making it one of only 16 CUPRA dealerships in the country.

The scale of Swansway's operations, which contributed to a £770m turnover last year, are a far cry from when the business comprised just two wooden huts for vehicle repairs and two petrol pumps back in 1967.

But despite the huge growth it has managed to retain that family feel - Mr Smyth's three sons are also in the business - as does its focus on helping out the local community.

Swansway take the latter very seriously. Every Christmas, "Swansway Santa Patrol" donates thousands of gifts to children in partnership with Crewe charities.

Dementia Care Villages and local care homes have received donations of chocolate treats and activity packs over Easter, while support has been given to Congleton-based Circus Starr with donations from sales generated by the Motability Scheme.

Motability is a core part of the Swansway business with 2,835 Motability customers helped last year. Every vehicle sold through the scheme normally sees £20 donated to pay for tickets for children to attend Circus Starr shows.

But during the pandemic that cash has instead been used to support directly the not-for-profit venture, whose performers have been kept out of the ring.

Swansway Group has also partnered with Cheshire East Council to offer two internships for young people, while sponsorship deals have been offered to local sports clubs, including a Sandbach junior rugby team.

There is also a partnership with the "New Issue" the business-focused magazine that supports the work of The Big Issue.

That community involvement chimes with the values of Nub News, which is why we are delighted to have Swansway sponsoring our new motor section at Crewe Nub News.

Each week the motor section will highlight a "Car of the Week" as well as be a platform for the publication of some high-quality motor articles.

There will be plenty to choose from when you consider Swansway's brands are Audi, Volkswagen, Honda, Peugeot, SEAT, CUPRA, Jaguar and Land Rover.

Swansway Group Director David Smyth said: "Swansway Group has been based in Crewe for nearly 18 years, and we have always been grateful for the warm welcome with which our initiatives have been received by the people of Crewe.

"To partner with Nub News is an exciting opportunity for us to show our support to a growing news service that already does so much to inform and engage local people, young and old.

"We are looking forward to Nub News helping us to further engage with Crewe audiences and seeing how we can reflect their priorities in our ongoing community activities."

Nub News CEO Karl Hancock said: "Swansway put a lot back into the community so it's great to have them as the sponsor for our brand new Motor Section at Crewe Nub News. Without sponsors like Swansway, we wouldn't be able to give Crewe the dedicated local news it deserves."

Check out our new motor section here.