PEUGEOT has recognised the top performing Retailers, Sales Managers, Business Centres and Service Managers in its annual Guild of Gold Lion programme. The Guild of Gold Lion programme celebrates the pinnacle of achievement across the PEUGEOT UK network, awarding the top performers across some of the most essential arms of the business.

Howards Garages Ltd., Weston Super Mare, has been named the top Retailer in the PEUGEOT Guild of Lion programme, which ranks the leading 25 performers in the Retailer, Sales Manager and Service Manager sector, as well as the top 10 Business Centres.

All four Howards sites placed in the top 10 in the Retailer category, with Howards Weston Super Mare taking the top spot. This category evaluated the performance of all 176 PEUGEOT Retailers across the UK. In the absence of the usual awards ceremony due to Covid-19 restrictions, each of the top 25 placed Retailers have been visited by Julie David, Managing Director of PEUGEOT UK, Steve Wass, PEUGEOT Marketing Director, Simon Bisp, PEUGEOT Sales Director, or Mark Pickles, Parts & Service Director  to reveal where they finished in the rankings.

The programme celebrates businesses and staff based on performance throughout the whole of 2020, with each of the 25 recognised Retailers receiving a commemorative plaque to mark their achievement. Last year was one of the toughest for the industry, which saw showrooms shut for months due to the Covid-19 pandemic. The awards recognise the incredible work across the entire PEUGEOT UK network to continue to service customers and communities during the difficult time.

Adam Parsons of Simon Bailes Northallerton was named as PEUGEOT’s top ranking Sales Manager, while Zoe Cockroft of Just Motor Group took home the Service Manager award.

Robins & Day stores led the way in the Business Centre category, with Robins & Day Manchester and Robins & Day Liverpool ranking first and second, respectively.

The Guild of Gold Lion rankings base scores for Retailers and team members around key areas of service and support, including customer satisfaction with new vehicle and aftersales services, profitability, and number of units sold.

Julie David, Managing Director of PEUGEOT UK said: “I have been proud to see the resilience and positive mentality which has been at the heart of PEUGEOT’s retail and business network over the past 12 months, and this year’s Guild of Gold Lion awards reflect the hard work that has gone into driving the brand forward despite the obvious challenges. These awards are designed to highlight the talent and quality of PEUGEOT staff across some of the most important areas of the business. I would like to congratulate every team and member of staff recognised in the Guild of Gold Lion awards, with a special thank you to the hard work and efforts of the winners across each of the four categories.”

The winners of this year’s Guild of Gold Lion are announced as PEUGEOT once again welcomes customers into showrooms following the easing of Covid-19 restrictions. PEUGEOT has put in place comprehensive measures to ensure customers and staff are as safe as possible. The wearing of face masks by all visitors is mandatory, while appropriate social distancing has been put in place. All surfaces and vehicles are regularly cleaned and sanitised, while only one person is allowed inside a vehicle for test drives, unless sharing with a member of the same household.

The best performers in the Retailer, Sales Manager, Business Centre and Service Manager leagues were:

Retailer - Howards Garages Ltd., Weston Super Mare

Sales Manager – Adam Parsons, Simon Bailes Ltd. Northallerton

Business Centre - Robins & Day Manchester

Service Manager – Zoe Cockroft, Just Motor Group

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Kerry Livesey

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Michael Arnold

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Director of Communications

Phone: 078 2789 6480

PEUGEOT Press website



PEUGEOT is a global, innovative and high-end generalist brand. Its values are Excellence, Allure and Emotion. Present in more than 160 countries with 10,000 retailers, PEUGEOT sold nearly 1,200,000 vehicles worldwide in 2020. Not long after celebrating its 210th anniversary, PEUGEOT is now ushering in its new identity with a coat of arms that emphasises its personality and timelessness. In addition to a full range of electrified passenger and commercial vehicles, PEUGEOT has developed a new concept of Neo Performance. The 508 PEUGEOT Sport Engineered is the first in this new line of efficient and high-performance vehicles.