A CULLINGWORTH man who runs a Suzuki dealership in Leeds has again received a top accolade at the annual Motor Trader Awards.

Former motorbiking world champion Robin Luscombe has been crowned Dealer Principal of the Year, repeating his 2014 success.

Robin, owner of a Suzuki dealership on Low Road, Leeds, was praised for his innovative approach to increasing sales and driving customer engagement.

Robin, who received his award at the Grosvenor House Hotel in London, was also the Suzuki Dealer of the Year in 2011, 2013 and 2015.

Success in the motor sales world followed many years of success on the racetrack, where Robin was 16 times British winner and three times FIM World Cup winner. He also won the 2011 Australian Sidecar Trials competition.

Since launching his dealership at Low Road, Robin has quadrupled the site’s turnover, profit and headcount.

He was recognised by the Motor Trader Awards for his innovative use of digital marketing to increase sales and the level of customer engagement.

This includes Robin’s Diary, a popular weekly blog on the Luscombe Suzuki website, and personal voice-overs on the dealership’s radio advertisements.

He posts his mobile number on the company’s website for consumers to speak to him directly, and encourages motorists to leave testimonials after visiting the premises.

This is all part of what Robin terms “digital reputation management”. He believes that between 60 and 80 per cent of buyers look for customer reviews when viewing dealer websites.

Presenting the Dealer Principal of the Year award, Motor Trader editor Curtis Hutchinson said: “Robin Luscombe is both a great frontman for his business and an innovator, having embraced digital marketing to engage with customers and drive footfall.”

Robin said: “I am delighted to have won this award for a second time, particularly now my motorcycle championship winning days are over.

“It’s amazing that I am now enjoying similar success in business, using the same determination and drive to be the best which served me so well in sport.

“But I could not have achieved this without an incredibly hard-working team, a great product range and a very loyal customer base.”

Luscombe Suzuki is located at Low Road, Leeds, where Robin is selling vehicles such as the Celerio and S-Cross Crossover.