Driving Forward with SERE Motors

Stanley Edgar founded SERE Motors in 1990 with an ambitious yet simple goal: to create a family-run car dealership that prioritises quality, trust, and community. Over three decades later, SERE Motors stands as a testament to that vision, as one of Northern Ireland’s largest, award-winning, dealerships. 

A Legacy of Excellence and Trust 

Our story begins with Stanley and his wife, Rosemary... Do you know where we’re going with this? The name ‘SERE’ comes from the initials of Stanley and Rosemary, making us S-E-R-E Motors, not ‘seer’ Motors – a personal touch that reflects the family-oriented values that have driven the company’s success from the get-go! Through the years, the combination of Stanleys risk-taking nature and Rosemary’s level-headedness have balanced to guide the business through prosperous and challenging times, proving to be incredibly effective. From humble beginnings, SERE Motors achieved remarkable success in its first six years, reaching a £40 million turnover which was acknowledged by the Sunday Times Fast Track Award. We are proud to say that SERE Motors was one of the first Northern Ireland businesses to receive this honour.  

Commitment to Quality and Service 

Being a family-run business for over 30 years, we know that life comes in all different shapes, sizes, and lifestyles and pride ourselves on offering a diverse range of new and used cars, ensuring that every single one of our customers find the perfect vehicle for their needs, with some help from our experts, of course! Our competitive, regularly reviewed, pricing and customer-focused approach have cultivated a following of customers who trust us to provide top-quality vehicles and exceptional service... And you can bet that means no pushy sales techniques, ever! 

Our aftersales departments in Belfast and Lisburn have earned a stellar reputation for reliability and expertise, whether it’s routine maintenance or complex repairs. You can count on our experienced team to ensure that every vehicle is treated with the utmost care. 

Deep Community Roots 

Being a family-run business, we value our role within the local community and have sponsored numerous local teams and events, reinforcing our commitment to giving back and supporting the community that has supported us. We truly believe that our dealership is not just about selling cars, it’s about building relationships, whether that’s with customers or organisations! Many of our customers have been with us for years, even decades and through generations, trusting SERE Motors as a reliable partner for all their automotive needs! This is reflected in our 100% “Would Recommend” rate and Customer Service Awards, and the trust is something we cherish and strive to uphold every day.  

Click to find out more about our sponsorships in the community 

The Evolution of SERE 

The SERE Motors logo, much like the company itself, has evolved over the years. Our new design blends our rich heritage with a modern, bold look that appeals to and is identifiable to both our long-time customers and new audiences. Our identity symbolises our commitment to progress whilst honouring the foundational values that have guided us from the beginning... You’ve probably seen us about!  

Looking to the Future 

Looking to the future, SERE Motors remains dedicated to the principles that have driven our success from day one: exceptional service, quality vehicles, and a deep connection to our community. We can’t wait to continue our journey, driving forward with the same passion and commitment that have defined us for over 30 years.  

Thank you for being part of the SERE Motors family. Here's to many more years of excellence, trust, and community.