About Us

“Since our establishment in 1897, W.E. Sturgess & Sons Ltd. has become one of the most respected names in motor retailing in the U.K. It is not the biggest by any means and has no intentions of being so. We strive to maintain our reputation as a professional company dealing in high quality goods and services. We are also proud of our long association with the City and County of Leicester.”

Having returned from a brief spell in Australia, Walter E. Sturgess founded the business and worked from a small shop on the corner of Cranmer Street and Shaftsbury Road in the "West End" of Leicester. The core activities of the shop were the manufacturing, selling and servicing of bicycles, which led to the small capacity production of canework trailers that could be attached to a bicycle. These were sold under the brand name of "Austral". The business slowly grew and a move of premises was required.

A new shop was occupied on the Narborough Road in Leicester and from here the Austral products were sold alongside motorised cycles from the Rover Cycle Company of Coventry. The onset of motorised transport meant that Sturgess would have to move again and this time it was to be to purpose built premises on Braunstone Gate, Leicester. This became the hub of Walter E. Sturgess & Sons for the next 50 plus years. During this time, the company added the distributorships for Belsize and Maudsley vehicles and expansion continued apace.

In 1922, Mr Frank Sturgess joined the business at the age of 16, and he was to continue his involvement into his early 80's latterly becoming Managing Director and then Chairman. The immediate post-war period was very significant for the company. By this time Rover had a comprehensive range of cars on offer, Sturgess was also representing the Singer marque, and in 1947, were awarded the Sole Distributorship for Leicestershire for Jaguar, shortly before the public unveiling of the XK 120 sports car. In 1948 the Rover Car Company launched what was to become one of the most significant vehicles of the century, the Land Rover.

With the expansion in the business that the Land Rover and Jaguar products brought, and the increase in the other offerings available from Sturgess, another premises move seemed imminent, so a more suitable "shop front" was sought and in 1953, the Charles Street showrooms were opened. In that same year, Frank Sturgess assumed full control of the business on the death of his father, Walter. At this time, the City of Leicester was achieving considerable wealth and expansion and this had a consequential effect on the sale of Jaguar and Rover products. Therefore in 1961, Sturgess established its head office and large service facility at 170 Walnut Street, a site, though recently redeveloped, the company still owns.

During the 60's and 70's, Sturgess continued to expand its operations in Leicester with the purchase of Newton Baker Ltd. and Palmer & Ward, two small family owned enterprises. These acquisitions added the franchises of Austin Morris, Wolseley and MG.

In 1973, Robin Sturgess became Managing Director and 1974 saw the addition of the Triumph marque and another move of premises, this time from Charles Street to Aylestone Road, Leicester. This move was made possible by the purchase of County Garage (which then held the Vauxhall franchise). The Aylestone Road dealership then had the ability to exhibit the full range of British Leyland products. Minis and Jaguars, Allegros and Range Rovers, Spitfires and Daimlers all displayed under one roof; cheek by jowl! During the early 80's, the peripheral dealerships were sold in order to consolidate the business during the recession that was prevailing at that time.

The mid 1980's saw the fortunes of Jaguar make a dramatic resurgence, such that Sturgess decided separate facilities were an essential requirement. Therefore a new dealership was built on the current Almond Road site for the use of Jaguar and for a short period, Land Rover. The Austin Rover business was relocated and continued to operate from the Walnut Street premises until 1986 when the over 80 year relationship with Rover Cars ceased and Toyota joined the Sturgess fold.

The 1990's saw a marked growth in the car industry. The decision was taken in 1990 to separate the operations of Jaguar and Land Rover and purpose built premises were commissioned for Land Rover on Walnut Street. The rapid expansion of the Toyota dealership meant that this had to be moved to a larger facility and was duly opened in 1991, and which was subsequently re-franchised to Nissan in late 2003. In 2008, Sturgess were awarded the franchise for Fiat. The Fiat showroom forms part of the Aylestone Road site and is remarkable in using an “industrial” design theme for its interior and highlights the proud heritage of the Fiat name as part of the decor.

In 2002 Sturgess were awarded the Volvo franchise and this occupied the Almond Road site subsequently left vacant by the move of the Jaguar franchise to brand new, purpose built premises in April 2002.

Further Company expansion occurred in 2009 with the proud marque of Alfa Romeo joining the Sturgess business within the dealership that hosts the Volvo brand. In a bespoke sales facility that is a highly visible part of the Almond Road premises, Sturgess can now offer sales and after sales for these 2 great brands from one site.

2002 saw possibly the biggest upheaval in the Company’s premises. The Jaguar business was relocated to a brand new, purpose built dealership on the spiritual home of Sturgess, the Narborough Road in Leicester. Here it occupies possibly one of the largest dedicated Jaguar facilities in the world. A showroom that can accommodate up to 30 cars, a large 13 bay service workshop, 2 floor parts department and a bespoke Jaguar Accessory and Gift Shop within the showroom makes this one of the most exciting environments in which to look at and buy any Jaguar product. It has proven to be a popular destination for those people owning or considering a Jaguar outside of Leicestershire.The showroom has played host to a number of unusual “guests” as part of its promotional activities including a full size replica of a Supermarine Spitfire, Formula 1 cars, Chitty Chitty Bang Bang and a number of high profile fashion shows. In fact Sturgess welcome the opportunity for people to use their Jaguar showroom for events unrelated to cars. Over the past few years the showroom has hosted awards ceremonies, networking evenings, product displays and social events.

The Sturgess family still have a very active day to day involvement in running of the business. Robin Sturgess, whilst in semi retirement retains a healthy interest in the fortunes and activities of all the dealerships. Company Chairman is Chris Sturgess, Managing Director is Barney Sturgess and they are ably assisted by Chris Ward as Group Operations Director and Ian Smith, who joined Sturgess in late 2007 from one of the major national motor retailing groups, as Finance Director.

We are a happy, settled and well motivated team who are totally dedicated to past, present and future customers. The first 100 years of the Sturgess business have seen many revolutionary developments; From the inception of the Internal Combustion Engine and the adoption of aerodynamics in car design to the contemporary reliance on sophisticated electronics, the emergence of hybrid technology, composite materials and safety systems.

What will come next?

One thing can be certain, whatever shape cars may take in the future, Sturgess will be selling them.