Swansea motor giant hits 100 – from single garage to UK powerhouse

Day’s Motor Group, launched in 1926 by Charles Edward Manton Day on St Helen’s Road, has gone from a small Singer dealership to a major player employing more than 500 people across the UK.

And this week, the milestone was marked with a visit from Swansea Council leader Rob Stewart, who met with the Day family and staff to celebrate a century of success.

From those humble beginnings, the company struck up a long-standing partnership with Ford in 1934 — a relationship that still plays a central role in the business today.

Now in its fourth generation of family ownership, the firm is led by chairman Graham Day, alongside director Jill Day and CEO Russell Day.

Speaking during the visit, Russell Day said reaching the 100-year mark was a proud moment not just for the family — but for everyone who has been part of the company’s journey.

“This is an incredible milestone for our family and for the whole Day’s team,” he said.

“Our growth over the past century wouldn’t have been possible without the loyalty of our customers and the dedication of our colleagues.

“Swansea has always been at the heart of our story, and we’re proud to keep investing here while continuing to grow across the UK.”

He added that the anniversary isn’t just about looking back — but pushing forward.

“This milestone isn’t just about the past — it’s about the next chapter. We’re committed to investing in new technology, new skills and sustainable mobility right here in the region.”

Over the decades, the business has expanded far beyond its original site, now operating more than 14 locations and representing major global brands including Ford, Peugeot, IVECO, Chery and Geely.

It has also developed a number of successful divisions, including Day’s Fleet, Day’s Rental and Day’s Finance — helping cement its position as one of Wales’s leading automotive groups.

Cllr Stewart praised the company as a shining example of Swansea success.

“Day’s Motor Group is a fantastic local success story,” he said.

“From its beginnings in Swansea a century ago to becoming one of Wales’s leading dealer groups, it shows what can be achieved through hard work, innovation and a real commitment to the community.

“It also proves Swansea is a place where businesses can grow, invest and create jobs — and that’s exactly what we want to see.”

The company has picked up a string of national awards over the years, including being named AM Best Dealership in the UK twice, alongside recognition from Motability and Investors in People.

And as it enters its second century, the message from the Day family is clear — Swansea remains firmly at the heart of everything they do.

Day’s Leasing Launches Showroom in Swansea

As the first showroom of its kind in Wales, it is designed to provide a bespoke, tailored service to customers, offering specifically, leasing advice and a relaxed environment for face-to-face consultations.

While Day’s Leasing services the whole of the UK, the new showroom will specifically serve South and Mid Wales. Its purpose is to provide expert, unbiased leasing advice and a broad selection of vehicles at highly competitive prices.

Alistair Murray, General Manager at Day’s Leasing, said:

“We understand that leasing a vehicle is a significant decision, and our goal is to make the process as easy and stress-free as possible. By opening this dedicated showroom, we can now offer our customers a more personalised experience, helping them find the right vehicle to suit their lifestyle and budget.

“It will also support a whole generation of customers who prefer a face-to-face interaction for big budget decisions, making the process of leasing a car as streamlined and as comfortable as possible.

“We will also display the newest car models on the market from our extensive catalogue of EV, hybrid and fuel-led vehicles from BMW, Tesla and Polestar to BYD, Citroen and Hyundai.”

Day’s Fleet Managing Director, Aled Williams, added:

“The launch of our leasing showroom is a key milestone for us. As Day’s Fleet we supply thousands of lease vehicles to the public sector and corporate customers across the UK.

“We’ve decided to bring this experience and buying power to the personal market by launching Day’s Leasing.

“Day’s Leasing will supply all makes and models to private customers and smaller businesses nationwide through our website but we also felt that we should support the local market by creating a space for customers to have face to face support in a relaxed environment when they don’t want to buy online.

“Our focus is on providing tailored leasing solutions with impartial advice, ensuring customers get the best option for their needs. Whether it’s leasing your next personal car, or leasing vehicles for your business, we are proud to now offer our tailored face-to-face service.”

Day’s Leasing offers customers access to over 30 brands and hundreds of models, ensuring a wide variety of leasing options to suit all needs.

Visit the Day’s Leasing Showroom at Swansea Rd, SA4 4LL.

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