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Pulman SEAT & CUPRA Sunderland is proud to announce it has been awarded the prestigious Retailer of the Year award. This accolade represents the highest honour a retailer can receive from the brand, with Pulman emerging as the ‘best of the best’ from a competitive network of 69 retailers across the UK.
The award recognises excellence across a comprehensive national scorecard monitored throughout the year. Rather than focusing solely on sales volume, the title is awarded based on three critical pillars: New Car Sales, Used Car Sales, and Aftersales. Within these categories, Pulman excelled by exceeding performance targets backed by an exceptional product line-up, including the award-winning CUPRA Formentor and Leon, the all-electric CUPRA Born, and the new Tavascan, while staying true to its core goal of ‘Delivering a fantastic customer experience.’
After finishing fourth in 2024, the team went above and beyond to elevate their performance in 2025. Pulman’s achievement was underpinned by its commitment to family-business values alongside the team’s drive and determination to be the best SEAT & CUPRA retailer in the UK. They are already looking to build on this momentum; June 2026 marks a significant milestone for the retailer with the highly anticipated introduction of the all-electric CUPRA Raval, a bold new entry that will further strengthen Pulman’s commitment to affordable electrification.
Collecting the award at CASA SEAT in Barcelona, Michael Lines, Managing Director at Pulman Group, commented:
“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.”
Pulman Group continues to set the benchmark for automotive excellence across its sites in Durham, Sunderland, and Cramlington.
Marcus Gossen, Director of SEAT & CUPRA UK, said:
“Huge congratulations to everyone at Pulman SEAT & CUPRA Sunderland for being named our Retailer of the Year, 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.”
