Our History

Every great company has a story, and ours begins with family, ambition, and a love for cars. In 1990, Stanley Edgar took a bold step and founded SERE Motors in Northern Ireland. What started as a small family-run dealership has grown into one of the region’s largest and most respected automotive companies, achieving a remarkable £40 million turnover within just six years. From the very start, SERE Motors set itself apart with a focus on quality, customer care, and innovation - values that remain at the heart of everything we do.

Over the past 30+ years, SERE Motors has become a trusted name for both new and used cars across a wide range of popular brands. Our Belfast and Lisburn locations offer hundreds of quality used cars, regularly refreshed to ensure our customers have access to the very best options. Beyond sales, our highly regarded service and parts departments provide expert care, keeping vehicles in top condition and drivers on the road with confidence. It’s this combination of choice, service, and value that has earned us a loyal following across Northern Ireland.

SERE is often mispronounced with many people saying “Seer”, but it’s actually the initials of Stanley Edgar and his wife, Rosemary: S-E-R-E. More than just a name, it represents our family, our values, and our commitment to the people we serve. Over the years, our logo has become a familiar sight across Northern Ireland, visible on thousands of car rear windshields. Today, the modernised SERE logo blends our heritage with a contemporary look, honouring our past while reflecting the fresh, dynamic approach we bring to every customer experience.

SERE Motors’ journey has been marked by growth, recognition, and innovation. We were one of the first Northern Irish businesses to be recognised by the Sunday Times Fast Track award, and we continue to receive industry accolades for excellence in sales, service, and customer experience. But more than awards, our true achievement lies in the relationships we’ve built with our customers, many of whom have trusted us for generations.

As we continue to grow, our mission remains clear: to provide outstanding cars, expert service, and a welcoming, family-focused experience. Whether you are buying your first car, upgrading to your next, or trusting us with vehicle maintenance, SERE Motors is here to make every journey seamless and enjoyable. We’re proud of our past, inspired by our present, and excited for the future - driving Northern Ireland forward, one car at a time.