Stellantis & You Leicester has won the title of Alfa Romeo Dealer of the Year in the UK at the 2026 Prestige Awards, held at Sopwell House near St Albans. The award considers commercial performance over the previous 12 months, along with customer service quality and each dealer’s ability to represent the Alfa Romeo brand in its local market.
Alfa Romeo honors its top UK dealers at the 2026 Prestige Awards
The Leicester location finished ahead of Stellantis & You Bristol, which won the award in 2025, while D Salmon of Colchester completed the podium for the third consecutive year. That consistency stands out because Alfa Romeo does not judge dealers on sales volume alone. The criteria also consider the customer experience before and after purchase, along with participation in initiatives organized by Alfa Romeo UK.
Unity Oxford received the award for the dealership that made the greatest progress after improving several areas of its business over the past year. Thames Motor Group earned the marketing award thanks to the speed and effectiveness with which it introduced new products and commercial campaigns to British customers, making strong use of the tools provided by Alfa Romeo to reach its local audience.
Saber Ali added another recognition to Leicester’s achievements. Alfa Romeo gave him a special mention not only for his work at the dealership but also for the time he dedicated to training colleagues who recently joined the network. By sharing his experience, Ali helped new staff become familiar with Alfa Romeo products and procedures more quickly.
Jules Tilstone, managing director of Alfa Romeo UK, described the Prestige Awards as an opportunity to recognize the “passion, commitment and hard work” shown across the dealer network. He congratulated the Leicester team in particular while also recognizing the category winners and finalists.
The 2026 edition highlights a dealer network that combines locations directly operated by Stellantis with independent retailers. Alfa Romeo uses the awards to measure several elements that shape the customer relationship, rewarding both established performance and significant year-over-year improvement.
Leicester now succeeds Bristol as Alfa Romeo UK’s top dealership, while D Salmon confirms its remarkable consistency by finishing among the top three for the third year in a row. The results also show how Alfa Romeo continues to place customer service, local marketing and staff development alongside sales performance when evaluating its strongest retail partners.
