BELONG FOR GOOD

From humble beginnings to becoming one of the UK’s leading automotive groups, the Sinclair Group has remained true to its core values for over 80 years. Our story began in 1945, when mechanic Bill Sinclair returned from the war and reunited with his family in Port Talbot. Bill started repairing cars on the site of a former sawmill, using his skills and determination to build a business from the ground up. What started as a small local garage quickly grew into a trusted name, known for quality workmanship and honest service.

Old Photo Of Sinclair Garage With Cars Out The Front

The Full Story

INTEGRITY & EXCELLENCE

As demand increased, Bill expanded the business to include car sales, and soon after, his son Gerald joined the company. Together, they built a reputation for exceptional service, value, and integrity - values that remain at the heart of the Sinclair Group today. In the early 1970s, the Sinclair Group secured its first major franchise with Audi in Port Talbot, a defining moment in the company’s history. This was quickly followed by the addition of Volkswagen, setting the foundation for further growth. Expansion into Swansea, Bridgend, and Neyland followed in 1985, and from there, the business went from strength to strength.
Today, Sinclair proudly represents some of the most desirable car brands in the world, operating from cutting-edge facilities and offering the highest levels of expertise and customer care.

FAMILY & BUSINESS

But Sinclair is more than just a business - it’s a family. And not just by blood. It’s about belonging to something bigger. It’s about creating a sense of pride, passion, and drive among our team and our customers. It’s about fostering strong relationships with the people around us - people with principles, people who challenge the status quo, people who strive to do the right thing, not because they have to, but because it’s the right thing to do.
The Sinclair Group is where you “Belong, for Good.” In 2025, we are living up to this purpose by providing better jobs, better workplaces, and stronger communities for over 900 staff and the wider towns and cities where we operate. We are committed to leading the way with sustainable solutions and offering lifelong support and employment. Our responsibility extends beyond business; it's about creating an environment where people thrive and feel valued - where belonging isn’t just a word, it’s a way of life.

ENVIRONMENT & COMMUNITY

It’s about our roots - the coastlines, valleys, towns, and cities of South Wales that shaped us. It’s about the community that has supported us through every challenge and triumph, helping us grow into the business we are today. We understand that true success isn’t just measured in sales or profits, it’s about the impact we have on the lives of those around us. That’s why we are committed to giving back - supporting local charities, creating opportunities, and making a meaningful difference in our communities.
Sustainability is central to our future. We’re focused on reducing our environmental impact and embracing innovative solutions that benefit both our business and the planet. From investing in cleaner technologies to improving the efficiency of our operations, we are determined to drive positive change.

INNOVATION & FUTURE

Innovation is in our DNA. We’re constantly improving, refining, and evolving to stay ahead in a competitive market. From adopting the latest automotive technologies to enhancing the customer experience, we remain focused on delivering the very best. But it’s not just about what we do, it’s about why we do it. We believe in building something that lasts, creating a legacy of trust, service, and excellence.
For over eight decades, the Sinclair Group has been built on trust, exceptional service and strong relationships. As we look to the future, our purpose remains clear; to deliver excellence in everything we do, to create a positive and lasting impact, and to provide a place where everyone; our customers, our employees, and our partners can truly Belong for Good.

The Timeline

1945 THE BEGINNING

Mechanic Bill Sinclair returns from the war to be reunited with his family and starts repairing cars in a former sawmill on Dan-y-Bryn Road, Port Talbot.

1945-71 A GROWING REPUTATION

As business grows so does a reputation for quality work, expert know-how and customer service as Sinclair builds a name as a well-respected vehicle workshop serving Port Talbot and West Wales

1972 LANDMARK SALE & A FRANCHISE FIRST

Having taken over the business from his father, Gerald Sinclair secures his first sale, a 100 GL. Soon after, the official Audi franchise is successfully secured at Port Talbot.

1977 MAJOR DEVELOPMENT

Sinclair takes over the Volkswagen dealership in Swansea - the first of its six sites for the brand.

1981 EXPANSION CONTINUES

A joint Volkswagen and Audi showroom opens for business in Tremains Road, Bridgend.

1986 FINANCE MOVE

The formation of Sinclair Finance & Leasing enables the Group to help customers to not only find their perfect car but finance it too.

1988 WORKING VEHICLES

Volkswagen Commercial Vehicles are added to the Swansea offering.

1989 GROUP HEADS WEST

Our Volkswagen presence extends into West Wales with the opening of a new site at Neyland.

1990 A STAR IS BORN

Mercedes-Benz becomes part of the Sinclair portfolio when the prestigious brand is introduced in Newport.

1994 KEY OPENING

A state-of-the-art Audi showroom is built and opened in Swansea.

2002 SOLE STATUS SECURED

The Group is awarded the sole passenger car retail franchise for Mercedes-Benz adding Cardiff, Bridgend, Swansea and Neyland to its established Newport operation.

2003 AUDI ADVANCES

The opening of a new site at Neyland strengthens the Group's Audi association.

2005 A DOUBLE CELEBRATION

Mercedes-Benz re-locates its Bridgend and Swansea retailers to purpose-built premises that are both contemporary and cutting-edge.

2006 MOVING ON UP

Audi follows Mercedes-Benz by moving its Swansea business to a stunning new home at SA1.

2007 CAPITAL GAINS

The Mercedes-Benz businesses in Newport and Cardiff become one at the new site in the capital.

2008 VOLKSWAGEN EXPANSION

Newport & Cardiff Volkswagen Passenger Cars and Commercial Vehicles are integrated in to the ever-expanding Sinclair Group -

2009 A NEW ADDITION

Skoda is added to the Sinclair portfolio in Swansea.

2012 SPANISH HIGH

The Group expands its product offering as the dynamic SEAT brand is welcomed in Swansea.

2013 ENHANCED PRESENCE

The retail experience of Volkswagen customers in Swansea is taken to unprecedented heights as Sinclair opens the doors to its brand new, first-class facility in SA1.

2018 LAND ROVER LANDMARK

The Group acquires its first Land Rover dealership in Hay-on-Wye.

2019 SWANSEA STRENGTHENED

CUPRA plus Jaguar and Land Rover are added in Swansea to provide local customers with even more choice.

2022 REACH EXTENDS INTO ENGLAND

Land Rover Ludlow becomes the Group's first English acquisition, whilst Hyundai is added to the portfolio in Aberystwyth along with the town's Land Rover dealership.

2023 FLAGSHIP FACILITY UNVEILED

Designed and built to the very latest showroom and workshop standards, Jaguar Land Rover Swansea opens the doors on its incredible new home on a five-acre site at Swansea Vale.

2024 MOVING WITH THE TIMES

The Group strategically expands its portfolio by introducing BYD, a visionary, sustainable, and innovative brand already revolutionising the electric vehicle market.

2025 - 80 YEARS STRONG

Operating from 30 sites with more than 1,000 staff, selling over 20,000 vehicles per annum and taking care of the after-sales requirements of 75,000 motorists, the Sinclair Group celebrates its 80th anniversary as the largest motor group in Wales and now ranked within the prestigious AM100. We're proud of our past and our rich heritage but we're even more excited about the future and what tomorrow brings. Here's to making more history.

I am immensely proud of where we are today and what has been achieved by this company. The business could never be where it is today without the hard work, commitment and enthusiasm of the teams in each of our retail outlets as well as the incredible loyalty of the customers within the communities that we are honoured to serve.
GERALD SINCLAIR

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BELONG FOR GOOD

The Full Story

INTEGRITY & EXCELLENCE

FAMILY & BUSINESS

ENVIRONMENT & COMMUNITY

INNOVATION & FUTURE

The Timeline

1945 THE BEGINNING

1945-71 A GROWING REPUTATION

1972 LANDMARK SALE & A FRANCHISE FIRST

1977 MAJOR DEVELOPMENT

1981 EXPANSION CONTINUES

1986 FINANCE MOVE

1988 WORKING VEHICLES

1989 GROUP HEADS WEST

1990 A STAR IS BORN

1994 KEY OPENING

2002 SOLE STATUS SECURED

2003 AUDI ADVANCES

2005 A DOUBLE CELEBRATION

2006 MOVING ON UP

2007 CAPITAL GAINS

2008 VOLKSWAGEN EXPANSION

2009 A NEW ADDITION

2012 SPANISH HIGH

2013 ENHANCED PRESENCE

2018 LAND ROVER LANDMARK

2019 SWANSEA STRENGTHENED

2022 REACH EXTENDS INTO ENGLAND

2023 FLAGSHIP FACILITY UNVEILED

2024 MOVING WITH THE TIMES

2025 - 80 YEARS STRONG

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