Dealership accelerates to national top spot

A North East car dealership has raced ahead of the competition to secure a top national award.

Pulman SEAT & CUPRA Sunderland has been named 2025 Retailer of the Year, emerging as the top performer from a network of 69 retailers across the UK.

The award reflects excellence across new and used car sales and aftersales performance, with the Sunderland site achieving strong results throughout the year.

It recognises a balanced approach, combining commercial success with a focus on customer experience.

Having finished fourth the previous year, the dealership improved its performance to take the top spot, supported by a strong product range including hybrid and electric models.

Marcus Gossen, director of SEAT and CUPRA UK, said: “Huge congratulations to everyone at Pulman SEAT & CUPRA Sunderland for being named our Retailer of the Year 2025, an achievement that is thoroughly well deserved. 

“This award recognises consistent excellence across every area of the business, and the Sunderland team have demonstrated exactly that. 

“With customers at the heart of everything they do and exceptional results across sales and aftersales, they truly stand out. 

“Their passion, professionalism, and drive perfectly showcase the spirit that powers the success of SEAT and CUPRA across the UK.”

The achievement highlights the dealership’s continued growth and ambition, as it looks to build on its success with the introduction of new electric vehicles and further strengthen its position in the UK market.

Collecting the award at CASA SEAT in Barcelona, Michael Lines, managing director at

Pulman Group, added: “We are incredibly proud to be named Retailer of the Year. 

“Having represented the SEAT brand since 2010 and CUPRA since 2018, this is a testament to the dedication of our entire team.

“Delivering a fantastic customer experience is at the heart of everything we do, and this award reflects the passion of our people and the continued loyalty of our customers as we look forward to an exciting 2026.”

Alex Paget, CUPRA general sales manager, added: “I’ve been part of the Pulman family since 2010, and our focus has always been the long-term relationships we build.

“We are incredibly grateful to our customers across Sunderland, Newcastle, Gateshead and County Durham for their continued trust.”

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