Swansway Motor Group enhances efficiency and customer satisfaction

Swansway Motor Group, a distinguished family-owned automotive dealer group headquartered in Crewe, has significantly improved its operational efficiency and customer satisfaction through its partnership with Tennants UK, a leader in number plate solutions.

Swansway sought to enhance the efficiency and quality of its vehicle registration plate production. The challenge was to find a supplier who could offer competitive pricing along with reliable, high-quality equipment and outstanding support.

After a rigorous tender process, Swansway selected Tennants for its number plate production needs.

Matt Springhall, Aftersales Director at Swansway Motor Group, said: “We chose Tennants for its competitive pricing and exceptional levels of support, which were pivotal in our decision-making process.”

The partnership has since flourished, with Tennants’ seamless integration into Swansway's operations playing a crucial role in the group’s ongoing success.

Swansway utilises thermal printers provided by Tennants for producing number plates while its unique number plate software offers a comprehensive, efficient solution tailored to meet the specific needs of automotive businesses.​

These in-house systems are compact, reliable and easy to use, including all necessary components and compliant software for producing standard number plates.

Beyond just printing, Tennants provides valuable additional services such as managerial oversight, backup production through its made-up plates service with next-day dispatch and a waste number plate recycling programme that includes periodic collection.

Branding options further enhance the utility of the system, allowing businesses to incorporate their logos or advertise on the plates, ensuring both operational efficiency and effective brand promotion.​

Springhall added: “The speed and quality of the printers and software have greatly improved our service efficiency. The integration of Tennants' equipment into our sites has been incredibly smooth, and their support has been outstanding.”

The implementation of Tennants’ printers and software has led to noticeable improvements in both operational efficiency and customer satisfaction.

The quick printing speed, versatile options, and high-quality output of the number plates have enhanced the overall customer experience, aligning with Swansway’s commitment to providing exceptional service.

Springhall concluded: “Our experience with Tennants has been nothing short of excellent. The team’s responsiveness and support have made a significant difference to our operations. The printers and the specialist support provided have proven to be an invaluable asset in enhancing Swansway’s operational efficiency and customer satisfaction. We are delighted with the service and highly recommend Tennants.”

With over 55 years of experience in the motor trade and 20 years as Swansway, the group operates 27 dealerships across the UK, ranging from the North West to Birmingham, and employs nearly 1,200 staff. Its diverse portfolio includes brands such as Audi, SEAT, Volkswagen, Land Rover, Peugeot, BYD and Honda, as well as five non-franchise sites.

Stephen Archer, Business Development and Marketing Manager at Tennants UK, commented: “We’re really pleased to have been chosen by Swansway as its number plate supplier. Our goal has always been to provide not only top-quality products but also high levels of support. Seeing the positive impact our solutions have had on their operations reinforces our commitment to providing industry-leading solutions. We look forward to continuing our successful partnership with Swansway Motor Group.”