EditorSwansea 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.
Early workshop scenes show the company’s roots as a local garage businessThe business grew steadily from its Swansea beginnings into a major UK dealershipDay’s Motor Group in its early years on St Helen’s RoadNow 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.
Day’s Motor Group now operates multiple sites across the UKThe company represents major global brands including Ford and PeugeotCllr 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.
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