As it nears its 19th year in business, Swansway Motor Group has launched a new corporate identity.

The automotive dealer group employees over 1,100 people across the North West, Midlands and North Wales from more than 30 locations representing prestigious brands: Audi, CUPRA, Honda, Jaguar, Land Rover, Peugeot, SEAT, Volkswagen, Volkswagen Commercial Vehicles and their own non-franchise used car brand, Motor Match.

Although the new branding is a milestone for the business looking forward, it plays tribute to the company’s heritage.  The way in which Swansway Motor Group began is a unique story for the family owned and run business to tell.  The initial project meetings back in 2003 began at Chairman, Michael Smyth’s Cheshire home, ‘Swansway’, named so as it overlooked swans nesting on a Mere. When the family came to name the business it felt natural that the working title, ‘Project Swansway’, remained.

The new Swansway logo and colour palette has been fully designed with Swansway’s core values and ethos at heart. The swan has been chosen as, as well as the historic association, a swan also symbolises loyalty and trust; characteristics the Smyth family believe also represents the business.