ATV and UTV manufacturer Polaris has honoured its top performing dealers with the annual awards, with one dealership crowning its 50^th year in business by claiming the coveted Dealer of the Year award.

Lanarkshire-based AY Morton took the top award at a ceremony bringing Polaris’ UK and Ireland dealer network together to recognise exceptional performances across sales, servicing and marketing during 2024.

The awards were the culmination of a full day of events that brought the entire dealer network together and marked the launch of the Great Polaris £1m Giveaway. Under the scheme, customers will be able to get up to £5,000 off the price of new Polaris vehicles during 2025, until £1m has been given back to customers.

Richard Coleby, Polaris’ national sales manager for the UK and Ireland, said: “The awards bring everyone together and are a great opportunity to recognise dealer development and achievement.

“We make high demands from all our dealers, but we also work hard to support them and deliver the valuable leads they need. These awards help to celebrate the exceptional strides our entire dealer network has made over the past year.

“AY Morton was a worthy winner, everything they do is to a high standard – from customer care through to after sales and their showroom. They were the most rounded dealer in our network this year and the whole experience they provide is head and shoulders above your average dealer.”

AY Morton also won the Marketing and Lead Generation Award at the ceremony before being named the overall Dealer of the Year.

The dealership is based in Strathaven, with another service centre in Ayrshire, and offers the full range of Polaris vehicles alongside a compact tractor offering. Owner Alastair Morton said: “We’ve now been in business for 50 years, but we have been working with Polaris for around 20 years. We got involved because we wanted to focus on one quality brand, ensuring we know everything about it.

“In that time Polaris has continually improved and is a great brand. This is the first time we’ve won the top award and it’s incredible to be named Dealer of the Year – this is a big moment for us.”

Other winners on the night included Congleton Garden Machinery which collected the Sales Performance Award and Stag Environmental, which was named Service Dealer of the Year.

Congleton Garden Machinery is based in Congleton, Cheshire, and has a 14,000 sq ft showroom and workshop offering a range of ATVs, UTVs, compact tractors and garden machinery.

Owner Andy Meek said about the award: “We wanted to work with a brand that was growing and leaders in their field, and our customers were asking for Polaris. There was a clear demand for quality ATVs and UTVs and Polaris has delivered that and more for our customers.

“It’s great to get the sales award and its down to us all working on giving our customers the best possible service. It’s about having the knowledge and the confidence needed to sell the product. Our team has been working tirelessly to promote Polaris and its fantastic to get this recognition.”

Service Dealer award winner Stag Environmental is based in Dulverton, Somerset, and is purely focused on selling and servicing Polaris vehicles.

Owner Pete Day explains: “Polaris is the UK leader in this space and I wanted to offer our customers the best. Our whole team is Polaris trained and that means we can look after our customers and concentrate on giving them the best service.

“We feel incredibly lucky to win the award and it recognises all corners of the business and our focus on giving customers the best possible experience.”

Richard Coleby, Polaris’ national sales manager for the UK and Ireland, concludes: “Our dealers are the driving force behind our success, and these awards recognise those who go above and beyond in delivering outstanding service and sales performance. We are honoured to celebrate their achievements and dedication to our customers.”

For more information about Polaris, and to find your nearest dealer, visit polarisbritain.com