Mike Brewer On Closing His Dealership, Wheeler Dealers Cast & UK Car Market
About this episode
Mike Brewer opens up about the challenges of running his dealership amid rising costs and market pressures, leading to its closure. Despite setbacks, he remains optimistic about the car trade, encouraging new dealers to persevere and embrace digital marketing and social media as essential tools for success. Mike reflects on his unexpected TV career, the evolution of his personal brand, and how platforms like YouTube have transformed car sales. He also discusses the importance of authenticity and resilience in the industry, sharing insights from his long-running show Wheeler Dealers and his new series Born Dealer.
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What does it really take to survive — and thrive — in the car trade in 2026?In this brutally honest conversation, Mike opens up about the reality behind the cameras: the rise, the scale, the collapse of a 100+ staff dealership, borrowing £40 million to fund stock, spiralling industry costs, and why he STILL says… “Yes. Go for it.”From building Wheeler Dealers into a global phenomenon, to nearly staring at wage bills he couldn’t cover, to choosing sanity over scale with One Automotive — this is the unfiltered truth about business, branding, burnout, and knowing when enough is enough.Don’t forget to subscribe to our channel for more exciting content about your favourite shows and celebrities. Hit the bell icon to stay updated on all our latest episodes👍 Like, Comment, and Share this episode. Join our discussion in the comments sectionCheck out Tweak: https://www.tweakuk.com/🔗 Follow Us:Instagram: @Roadtosuccessofficialpodcast@benedictfowler
social media
"If you do it without the social media side in this day and age, do you think it can work? No, absolutely not. No, I think and I can't think of a dealer that I know within my network that doesn't do social media. You know, they all do."
Social media means websites and apps where people share pictures, videos, and messages. Car dealers use these sites to show cars for sale and talk to buyers.
Social media refers to online platforms where people and businesses share content and interact. In the automotive industry, dealerships use social media to market cars, engage with customers, and build their brand presence.
Top Gear
"...I got head undead by Top Gear. So Channel 4 then wrote another series around me..."
Top Gear is a famous TV show about cars where they test and talk about different vehicles in a fun way.
Top Gear is a popular British automotive television show known for car reviews, challenges, and entertainment. It has influenced car culture and media worldwide.
Toyota
"So within a week, I'm standing at a disused garage in Sheffield that was a Toyota, an ex Toyota dealership."
Toyota is a big car company from Japan that makes many kinds of cars that people trust to last a long time.
Toyota is a major Japanese automotive manufacturer known worldwide for producing reliable and efficient vehicles across various segments.
click and collect
"You know, money wise, that doesn't work. So we decided to change that and go to a clicking collect business. We realised that we could deliver a car anywhere within mainland UK,"
Click and collect means you can buy a car online and then go to a specific place to pick it up, instead of the car being moved around a lot.
Click and collect is a business model where customers can reserve or purchase a car online and then pick it up at a designated location, reducing the need for moving cars between multiple sites frequently.
Porsche 911
"I'm a Porsche 911 Carrera 991.2 model."
The Porsche 911 Carrera 991.2 is a version of the famous Porsche 911 sports car made between 2016 and 2019. It has better looks and performance than the earlier model, making it a popular choice for car fans.
The Porsche 911 Carrera 991.2 is the second iteration of the 991 generation of the iconic 911 sports car, produced from 2016 to 2019. It features updated styling, improved performance, and modern technology compared to the earlier 991.1.
car vertical
""I've done my research using car vertical. And I found out that your last known mileage was 15,741 kilometres,""
CarVertical is a company that helps you check a used car's history, like how many kilometers it has and if it was in any accidents, so you don't get tricked.
CarVertical is a vehicle history reporting service that provides information about a car's past, including mileage records, accidents, and ownership history, helping buyers verify the authenticity of used cars.
VIN
"See, simply by using the registration of the 911 or the VIN, I can enter that into car vertical and their platform uncovered an entire history report on my guest."
A VIN is like a car's fingerprint number. It helps you find out everything about the car's past, like if it was in a crash or who owned it.
VIN stands for Vehicle Identification Number, a unique code assigned to every vehicle. It is used to track the car's history, including ownership, accidents, and service records.
untrue mileage history
"Now, this showed your damage, including photos of you crashed, your untrue mileage history."
Sometimes people change the number that shows how far a car has been driven to make it look newer. This is called untrue mileage history and can be bad for buyers.
Untrue mileage history refers to the practice of odometer fraud, where the recorded mileage on a car is altered to make it appear less used than it actually is. This can mislead buyers about the car's wear and value.
pre-purchase inspection
"I never leave any car that I'm looking into unchecked. And anyone listening, you can check out all the cars you're thinking of buying a friend's car, a family's car, anyone's car,"
Before buying a used car, you can have a mechanic check it carefully to see if there are any problems. This helps you avoid surprises and make a better choice.
A pre-purchase inspection (PPI) is a thorough examination of a used car by a qualified mechanic or service to identify any existing or potential issues before buying. It helps buyers avoid costly repairs and ensures the vehicle's condition matches its description.
Volkswagen Golf Gti
""You know, I've got Mark 1, Golf G at Mark 2. Sorry, Golf GTI over there and, you know, what's not to like?""
The Golf GTI Mark 1 is a small sporty car made by Volkswagen. It was one of the first cars to be fast and fun but still useful for everyday driving.
The Volkswagen Golf GTI Mark 1 is the first generation of the sporty Golf GTI hatchback, introduced in the mid-1970s. It is known for popularizing the hot hatch segment with its blend of performance and practicality.
sale or return
""S.O.R. works. That's for those who don't know, sale or return is an S.O.R. vehicle. But usually that's more money.""
Sale or return means you take the car and try to sell it, but you only pay for it if it sells. It can cost more because of fees and commissions.
Sale or return (S.O.R.) is a type of vehicle transaction where the seller allows the buyer to take possession of the car and try to sell it on their behalf, but the buyer only pays if the car sells. This method often involves higher costs due to fees and commissions.
dealer margin
""...dealing with platforms that want to take all your margin. The fact that cars are getting harder to come by.""
Dealer margin is the money a car dealer earns when they sell a car. Sometimes, it's hard to make money because of how prices are set.
Dealer margin refers to the profit a car dealer makes on the sale of a vehicle after accounting for costs. It can be squeezed by manufacturer pricing policies and market conditions.
buying stock
""...is that it's just actually buying stock. There is no no stock out there. No, the stocks controlled by the aggravators.""
Buying stock means getting cars to sell at a car dealership. Sometimes, it's hard to find enough cars to sell.
Buying stock in the automotive industry means acquiring vehicles to sell at a dealership. Limited availability of stock can be a major challenge for dealers.
Volkswagen SP2
"We're going to fly with our crew to Brazil and I'm going to buy a car that you can only buy in Brazil. I'm going to buy it and we're going to put it on TV. And we're going to show the world how amazing this car is because the world didn't get to see it because stupidly Volkswagen only made it in South America."
The Volkswagen SP2 is a special car made only in Brazil a long time ago. People outside Brazil usually haven't seen it because it was only sold there.
The Volkswagen SP2 is a sports car produced exclusively in Brazil during the 1970s. It was designed specifically for the South American market and is notable for its rarity outside Brazil.
Bedford C.A. van
"we did together, which was in a 1962 Bedford C.A. van that had love and peace painted on the side of it."
The Bedford C.A. van is an old British delivery van from the 1960s. It was used by businesses to carry goods and is now considered a classic vehicle.
The Bedford C.A. was a light commercial vehicle produced by Bedford, a British manufacturer, during the mid-20th century. The 1962 model represents a classic van often used for deliveries and small business purposes.
Nico Rosberg
"And he did almost the Nico Rosberg in F1. He just decided that he was done and he was going to do like a final send off video."
Nico Rosberg was a famous race car driver who won the Formula 1 championship and then decided to stop racing while he was still the best. People talk about him because it’s unusual to quit when you’re winning.
Nico Rosberg is a former Formula 1 World Champion who retired at the peak of his career, surprising many in the motorsport community. His retirement is often referenced as a notable example of a top athlete choosing to leave on a high note.
Audi Tt
"a car that was built in Hungary, the Audi TT. So I'm going to be doing one of those in Hungary."
The Audi TT is a small sporty car made by Audi, a German car company. It's known for its unique shape and is made in different countries, including Hungary.
The Audi TT is a compact sports car produced by the German manufacturer Audi. It is known for its distinctive rounded design and is built on the Volkswagen Group A platform, with production including a facility in Hungary.
Bricklin SV-1
"... on this trip. There's a car up there called the Bricklin, which is really good."
The Bricklin SV-1 is a special old sports car from Canada that has doors which open upwards like wings. It was made to be very safe and looks different from most cars, making it interesting to car fans.
The Bricklin SV-1 is a rare Canadian sports car from the 1970s, notable for its gull-wing doors and safety-focused design. Despite its innovative features, it had a short production run and is now a collectible due to its unique styling and limited numbers.
classic car culture
"They absolutely embrace the classic car culture better than anybody else. When I lived in California, and not any California,"
Classic car culture is about people who love old cars and like to fix them up, keep them nice, and show them off. It's like a hobby where families and friends work together on these cars.
Classic car culture refers to the community and lifestyle surrounding the restoration, preservation, and enjoyment of older vehicles that are often considered collectible or historically significant.
Nissan Z car
"They've bought cars in from Japan. You know, the Japanese car culture in America is huge. So they've got every Z car you could possibly think of and they look amazing."
Nissan Z cars are sporty cars made by Nissan that many people like because they look cool and drive well. They come in different versions like the 240Z and 350Z.
The Nissan Z car refers to a series of sports cars produced by Nissan, known for their performance and iconic design. Popular models include the 240Z, 300ZX, 350Z, and 370Z, which have a strong following in car culture worldwide.
Ford Cortina
"... but lots of people buzzing around the island in cortinas, particularly cortinas. Lots of Ford product dow..."
The Ford Cortina is an old, simple car that many families used a long time ago. It was very common and easy to find, so lots of people remember it well.
The Ford Cortina was a popular family car produced mainly in the UK from the 1960s through the 1980s, known for its practicality and widespread use. It was a common sight on roads and remains a nostalgic classic in many regions, often discussed for its cultural impact.
Subaru WRX
"...d of cars they got out there as well, like early WRXs and Justies or whatever they are, Allegro's, Max..."
The Subaru WRX is a sporty car that can drive well on all kinds of roads because it has power going to all four wheels. It’s known for being fast and fun to drive, especially the older models that many people like.
The Subaru WRX is a high-performance version of the Subaru Impreza, known for its rally heritage, all-wheel drive system, and turbocharged engine. Early WRX models are especially popular among enthusiasts for their balance of power, handling, and affordability, making them a common topic in car communities.
Ferrari
"So you'll see lots of Fiat's and you'll see lots of Ferraris"
Ferrari is a famous Italian car company that makes very fast and expensive sports cars. Many people admire these cars for their speed and style.
Ferrari is a prestigious Italian sports car manufacturer known for high-performance supercars and a strong motorsport heritage. It represents luxury, speed, and exclusivity.
Lancia
"and you'll see lots of Lancia's and you'll see lots of Alphas,"
Lancia is a car company from Italy that made some special cars, especially known for racing and cool designs in the past.
Lancia is an Italian car manufacturer known for its innovative engineering and rally heritage. It has produced iconic models especially in the mid-20th century.
Alfa Romeo
"and you'll see lots of Lancia's and you'll see lots of Alphas,"
Alfa Romeo is a car company from Italy that makes sporty and stylish cars. Many people like them because they are fun to drive.
Alfa Romeo is an Italian automotive brand famous for sporty cars with distinctive design and driving dynamics. It has a strong enthusiast following worldwide.
Fiat 126
"You know, Poland, I loved it out there. They go crazy for their little larders and their 1-2-6's. I see every flavor of 1-2-6, you know,"
The Fiat 126 is a tiny car that was made to be cheap and easy to drive in cities. Lots of people in places like Poland loved it because it was small and simple.
The Fiat 126 is a small city car produced from the early 1970s, especially popular in Eastern Europe due to its compact size and affordability. It became a cultural icon in countries like Poland, where it was widely used and remains beloved by enthusiasts.
convertible
"from a limousine to a convertible to slams to a rat rod,"
A convertible is a car where you can take the roof off and enjoy driving with the wind in your hair.
A convertible is a car with a roof that can be folded or removed, allowing open-air driving.
Wheeler Dealers
"the level of travel that you guys have done on Wheeler Dealers"
Wheeler Dealers is a TV show where people find old cars, fix them up, and then sell them. It shows how cars can be repaired and enjoyed again.
Wheeler Dealers is a British television series focused on buying, restoring, and selling classic and used cars, often highlighting the restoration process and car culture.
The Grand Tour
"is Top Gear Slash Grand Tour."
The Grand Tour is a TV show where car experts travel and test different cars in exciting places.
The Grand Tour is a motoring television series created by former Top Gear presenters, featuring car reviews, road trips, and challenges around the world.
Morgan 3Wheeler
"Like during Tiff's podcast, I showed him a picture of him in a Morgan 3-wheeler on sideways with his head nearly touching the tarmac."
The Morgan 3 Wheeler is a cool, old-fashioned car with only three wheels and no roof. It’s fun to drive and feels very different from regular cars because it’s light and open.
The Morgan 3 Wheeler is a retro-styled three-wheeled sports car that combines vintage design with modern engineering. It’s known for its unique driving experience, open cockpit, and lightweight construction, making it a favorite among enthusiasts looking for something different.
NEC
""It's the NEC. It's the classic motor show at the NEC in November.""
The NEC is a big place where car shows happen, especially the Classic Motor Show in November, where lots of cool cars are shown.
The NEC (National Exhibition Centre) is a large exhibition venue in Birmingham, UK, known for hosting major automotive events such as the Classic Motor Show every November.
Classic Motor Show
""It's the classic motor show at the NEC in November.""
The Classic Motor Show is a big event where people show old and special cars every year in November.
The Classic Motor Show is an annual event held at the NEC in November, showcasing classic and vintage cars, automotive history, and related exhibits.
Car SOS
"Plus, I wrote car SOS originally. So it was a show that I put up to National Geographic called Wheeler Dealer SOS with me and Ed many, many years ago. And I gave it to National Geographic and become car SOS. So I really enjoy watching that."
Car SOS is a TV show where people fix up old cars that have been left for a long time and then surprise the owners with the restored car.
Car SOS is a British automotive television show focused on rescuing and restoring neglected classic cars, often surprising the owners with the finished vehicle.
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