Scottish dealership group Peoples has been crowned BYD UK Retailer of the Year, highlighting a successful first year of partnership with the Chinese electric vehicle (EV) manufacturer.
The award was presented during an event in Shenzhen, China, where Peoples managing director Nicola Gilda proudly accepted the accolade.
Gilda, writing on LinkedIn, said: “Have just returned from Shenzhen, China, where we were presented with BYD UK Retailer of the Year 2024 in our first year of partnering with BYD. Thank you to Bono Ge, Steve Beattie, Adam Harkin, and Simon Bisp for believing in us and encouraging us all the way to become your local and national heroes. And to Peoples BYD – brilliant job team, we are just so proud, thank you. Bring it on in 2025.”
Peoples chairman Brian Gilda made the strategic decision in 2024 to expand the dealership’s portfolio to include BYD and Chery’s twin brands, Omoda and Jaecoo. This shift marked the end of Peoples’ decades-long exclusive partnership with Ford, which had been a cornerstone of the group’s identity for over 40 years.
Gilda’s decision to embrace Chinese automotive brands had been driven by Ford’s changing business model, including the discontinuation of high-volume models and the company’s focus on premium-priced EVs. These changes prompted Peoples to seek alternatives that could meet the needs of value-conscious customers and bolster its new car sales mix.
“We were a big volume player with Ford and sought something comparable,” Gilda explained to AM. “When it became evident that such an option did not exist within our traditional framework, we began exploring alternative avenues.”
Peoples launched with BYD in January 2024 and Jaecoo the following September. Gilda forecasts that Chinese brands could soon account for 20-40% of Peoples’ new car sales mix, with the rollout of BYD, Omoda, and Jaecoo progressing across the group’s six dealerships. A dedicated showroom for Omoda and Jaecoo in Edinburgh is currently under construction.
Reflecting on the broader changes within the industry, Gilda told AM: “The level of change we’re witnessing is generational, far surpassing anything I’ve seen in over 40 years. This is a period of great change, but with the right strategy and team, we are well-positioned to succeed.”
