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https://www.petercoopergroup.co.uk/kia/Key Takeaways
The leadership of Peter Cooper Motor Group transitioned from founder Peter Cooper to his son, Darren Cooper, in 2006.
This second-generation succession solidified a commitment to "Family-First" motoring, ensuring that the original 1981 values, Professionalism, Excellence, Trust, Everyone together, and Respect, remain the heartbeat of the group across its 9 South Coast locations.
In an era where many local garages are being swallowed up by giant national PLCs, the "family-run" label at Peter Cooper Motor Group (PCMG) isn't just a marketing slogan; it’s a safeguard for our customers.
When a dealership is owned by distant shareholders in a London boardroom, the focus often shifts to monthly quotas and profit margins.
At PCMG, we don't answer to shareholders; we answer to our neighbours. According to the Institute for Family Business (IFB), family-owned firms account for 88% of all UK private sector businesses, yet there is a significant "rub."
Research shows that only about 30% of family businesses successfully navigate the transition from the first to the second generation.
By successfully passing the torch from Peter to Darren in 2006, we ensured that the specialised, personal care our customers expect remained intact.
"When we sit down at the dinner table, we aren't talking about spreadsheets; we're talking about the families in Hedge End, Chichester, Horsham, West End, and Shirley that have been buying cars from us since the 80s," says Darren Cooper, Managing Director.
Peter Cooper founded this company in 1981 at what is now known as "Cooper's Roundabout" in Hedge End.
He built the business on a simple premise: a dealership should be as reliable as the Volkswagens it sells.
Darren didn't just walk into the Managing Director's office in 2006; he grew up within the bays and showrooms, learning the "PETER" framework by heart.
This transition was a strategic evolution. While Peter established the foundation of excellence, Darren has spearheaded our expansion into a multi-franchise powerhouse.
Today, we operate 22 businesses across 9 locations, including Kia, Kia PBV Jeep, OMODA, JAECOO,and Xpeng. Along with our Prestige used car businesses, our Vehicle Trade Centre, our Bosch, All Makes Service Centres, My Trusted Electrical, Peter Cooper Modifications, Peter Cooper Leasing and Peter Cooper Rent-A-Car.
However, whether you are at our flagship Hedge End site or one of our other showrooms, that "Peter to Darren" continuity ensures you never feel like a number.
Area of the Business | Founder: Peter Cooper (1981–2006) | Second Generation: Darren Cooper (2006–Present) | What It Means for Customers |
Core Values | Established the original PETER framework: Professionalism, Excellence, Trust, Everyone together, Respect | Protects and actively reinforces the same PETER values across all departments | Customers receive consistent, ethical, and respectful service at every location |
Leadership Style | Hands-on, relationship-driven, community-focused | Hands-on, people-first, with strategic growth | Decisions are made locally, not by distant shareholders |
Business Scale | Single-site Volkswagen dealership at Hedge End | 22 businesses across 9 South Coast locations | Wider choice of brands without losing the personal touch |
Brand Representation | Volkswagen specialist | Multi-franchise group including Volkswagen, Kia, Kia PBV, Jeep, OMODA, JAECOO, XPeng and Prestige Used Cars | More options while maintaining trusted expertise |
Customer Relationships | Built long-term loyalty with local families | Continues multi-generational customer relationships | Customers are treated as individuals, not numbers |
Investment Approach | Patient, long-term investment in people and facilities | Continued patient capital with modernisation and expansion | Stability and reassurance that PCMG will be here long-term |
Community Impact | Embedded the business in Hampshire communities | Expanded community support via the Peter Cooper Foundation | Profits stay local, supporting schools, sports teams, and jobs |
Workplace Culture | Family-oriented, respect at every level | Strong retention, nearly 270 local employees | Experienced teams delivering consistent service |
Choosing a family-run business over a national chain has a direct impact on the local Hampshire and West Sussex economy.
Data from Oxford Economics indicates that family firms contribute over £630 billion to UK GDP annually.
To put that impact into perspective, research from the Institute for Family Business and Family Business United shows there are approximately 5.3 million family-owned businesses in the UK, collectively employing over 14.2 million people, making family firms the backbone of the British economy
Unlike corporate chains that may siphon profits away from the region, PCMG reinvests back into the Solent area.
We employ nearly 270 local staff and support regional icons through the Peter Cooper Foundation.
Because we operate on "patient capital", a long-term view characteristic of family organisations, we are more resilient during economic shifts, ensuring we'll be here to service your car five, ten, or twenty years from now.
Our founder, Peter, developed a code of conduct based on his own name. To this day, Darren and the entire leadership team use it as a "moral compass":
The transition from Peter to Darren was about more than a change in leadership; it was about protecting a legacy of trust.
As we look toward the next 40 years, we remain committed to the idea that a car dealership can be a landmark of the community, a place where you are greeted by name and where the owners are as invested in your journey as you are.
Want to experience the quality of a family-run team? Call our nearest branch and let’s get started.
Yes. Darren is our active Managing Director and is regularly present across our 9 sites, ensuring the "PETER" values are being upheld in every department.
We currently employ nearly 270 local members of staff, many of whom have been with the "family" for over a decade.
While we are heritage Volkswagen specialists, we have grown to include Kia, Kia PBV, Jeep, OMODA, JAECOO, Xpeng and our Prestige Used Car division.
It is our charitable arm that reinvests in local Hampshire and West Sussex causes, having raised over £40,000 for local schools and sports teams.
Independent dealers like PCMG offer a personal level of accountability. Our reputation in the local community is everything to us, so we go the extra mile to protect it.