AM Awards | The 2021 categories

Entries for the 2021 awards are now open.

If you would like to enter the awards go to our 'award categories and entry process' page. 

(* audited by BDO)


Best Marketing Strategy

Marketing should help you to build your brand as well as to find new customers and help you to grow sales in the short term.


Best Online Consumer Experience 

Dealers entering this award category should provide an excellent, comprehensive, customer-focused digital experience for consumers who are searching online for their next car, whether new or used.


Best in Customer Service

Entrants should have a customer-centric culture and take pride in strong satisfaction scores, but never allow complacency and react robustly to fix the situation whenever things go wrong.

Sponsor: LTK Consultants


Best Aftersales Team*

Open to franchised workshops and independent repairers, entrants will have high performing teams of service reception, workshop control and technical staff who deliver great returns for the dealership.


Best Sales Team (new and/or used)* 

This award acknowledges the power of multiple individuals working together towards an acknowledged goal in a new and/or used car or van sales department in the past 12 months.


The Community Hero award 

We want to recognise dealerships that are deeply rooted in their communities, support local causes and organisations, and have a culture of giving something back.


Best Used Car Dealer (independent non-franchised)* 

Retailing second-hand cars demands a host of skills and processes, from stock acquisition and preparation to marketing and protecting profit margins. We seek entries from independents and car supermarkets that show strength in all these aspects. 

Sponsor: Santander Consumer Finance


Best Used Car Dealer (franchised)*

Pre-owned cars should not be the poor relations for the franchised dealership keen to win this award. Entrants should evidence strength in stock acquisition and preparation, marketing, sales and profits.


Used Car of the Year

Selected by a combination of readers’ and judges’ votes.

Sponsor: Car Care Plan


New Car of the Year

Selected by a combination of readers’ and judges’ votes.


Electric Vehicle (EV) of the Year - NEW

Selected by a combination of readers’ and judges’ votes.

Sponsor: Jewelultra


Best EV Dealership* - NEW

Outlets that have embraced electric vehicle sales should enter this category, demonstrating their success in developing a strong local market. 

Sponsor: carwow 


Best Dealership*

This category is open to single-site owner-operators and to best-performing dealerships within a larger group network, to reward strong performance across sales, marketing, aftersales and administration.


Best Finance or Leasing Brokerage - NEW

Entrants should demonstrate how they provide great value and best-in-class service. 


Best Dealer Group (up to 10 sites)*

Open to franchised and independent groups. Brand specialists or regional heroes apply here. Entrants should have strong sales and aftersales results, a culture of success and the financial results to show for it.  

Sponsor: RAPID RTC


Best Dealer Group (more than 10 sites)*

Open to franchised and independent groups. Entrants should have strong sales and aftersales results, a culture of success and the financial results to show for it. 

Sponsor: heycar


Best Used Car Dealer Group*

Open to franchised and independent dealer groups, this award recognises high levels of best practice in used car sales group-wide. Stock management, marketing and financial performance are among the criteria to be examined.


The Bright Spark Award

This category invites entries about ideas and innovations, no matter how simple or complex, that have come from a dealer’s member of staff to make a work process simpler, save time or money, or solve a problem in some way.


Best New Product and Service

Open to industry suppliers that are helping to change dealers’ fortunes. We expect to see innovation and measurable results, including examples of beneficial use by your customers.


Headline awards


Supplier of the Year

Open to entries from industry suppliers making a significant difference to dealers’ fortunes.

Entries will be reviewed and voted upon by readers and the judging panel.


Manufacturer of the Year

This award recognises vehicle manufacturers that are developing and delivering the best products and technology consumers could want, both now and in the near future.

Nominated and voted upon by the judging panel.


Apprenticeship Programme of the Year - NEW  

Open to the automotive businesses which develop their workforce for the future, whether recruiting new starter apprentices or encouraging existing employees onto apprenticeships for higher level qualifications. 


Dealer Group of the Year

The ultimate accolade for the best business performance and culture.

Selected by the judging panel.

Sponsor: Keyloop 


Dealer Principal/General Manager of the Year 

The winner will be a dealer principal or general manager who has done incredible things with difficult brands or marketplaces by demonstrating excellent leadership skills, drive and innovative thinking that has helped the dealership achieve business objectives. 


Business Leader of the Year

To recognise strong leadership, vision, visibility and accountability at the highest level.

Nominated and voted on by the judging panel.


AM Hall of Fame

We recognise someone who has made an outstanding contribution to the automotive industry during their career.

The recipient is chosen by AM’s editor, Tim Rose, and editor-in-chief Stephen Briers.