‘To investigate the perceived challenges of automobile franchise holders in the increasingly challenging UK market’

Purpose – This paper is aimed at explaining the perceived challenges of automobile franchise holders in the increasingly challenging UK market – an area that currently has little research carried out on the topic with contradictory findings. Design/methodology/approach – Six semi-structured interviews were carried out with owners or directors of UK automobile franchise holders. These interviews highlighted the key challenges their industry and business model are facing. Findings – The main highlighted challenges from this study were identified; Brexit and the pressures it places upon the industry, the various new distribution methods adopted by new entrants, the complexity of new vehicles, electric cars and the pressures placed upon the franchises by the government for their purchase. Research limitations/implications – Due to the time restrictions only a small sample size of participants could be established. Also the availability of participants was a very limiting factor in that the researcher struggled to find franchise owners or directors willing to take time to complete an interview. Limited access to resources also proved to be a limitation for the researcher. Originality/value – This research will be of value to Automobile franchise owners in the UK, manufacturers and anyone looking to gain an insight into the current challenges facing the industry