At Waterton, every customer matters.

Every vehicle is important. Every decision is personal. It's the reason people choose us. And the difference we stand for.

The Waterton Promise

These are the standards every customer can expect, every day.

1. We believe buying a vehicle should feel straight forward, supportive and human.

So we've built a different kind of dealership - one that puts people first.

2. You set the pace. Always.

No pressure. No rush. Your decision, your timing.

3. Prices you can trust.

Fair and transparent prices, clear and honest explanations.

Family of three speaking with a car sales representative holding a tablet beside a white vehicle in a dealership showroom.

4. Learn first. Decide second.

We help you understand your options, and choose what truly fits your life.

5. We're here for the long haul.

Support that continues beyond the sale: questions, servicing and your next vehicle.

Waterton Motor Group started life as Bridgend Ford in 1986. For most of that time, one name told the whole story, but the business has grown beyond just Ford, into used vehicles, XPENG and Farizon. In 2026, we became Waterton Motor Group to reflect that. When it came to choosing a new name, we didn't have to look far - the business has always traded from the Waterton Industrial Estate, so we named ourselves after the ground we've always stood on. Leon, our MD, is the second generation to run it. The name's changed, and the range has grown, but the way we work hasn't: honest advice, fair prices, and no pressure, whatever you're here for.

This business has stood for four decades. My job is to make sure it stands for four more.
Leon Pesticcio, MD

Selection of used hatchbacks and saloons parked outside a Ford dealership, with prominent Ford signage in the background.

Meet the team

Our people are at the heart of everything we do.

Find out more

Technicians’ workshop with Ford models being serviced, including a silver Ford C-MAX lifted on a vehicle lift.

Work with us

We're always looking for great people to join the team.

Join the team

Used performance cars lined up in a dealership car park, with a black Mercedes-AMG in sharp focus.

Community

We're part of this place, not just based in it. Sports teams, food banks, races, festivals - over the years, we've supported our community, and we're always happy to.

Find out more