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Duff Morgan Citroen Showroom King's Lynn

Duff Morgan success helps drive Citroën centenary celebration

Duff Morgan is celebrating a tremendous treble of motoring milestones for both the family-owned Norfolk motor group and one of its key brands.

Citroën is celebrating its centenary this year but Duff Morgan can go 10 better – that’s 10 years – having been founded in 1909 when Colonel Granville Duff, John Delmar Morgan and his brother-in-law, Commander Oliver Locker-Lampson, established Duff Morgan & Vermont.

The third milestone is Duff Morgan’s 35-year partnership with the Citroën brand, who begun selling the French manufacturer’s cars in 1984.

Back in 1984, Duff Morgan was based in Earlham Road premises, near Norwich’s Roman Catholic Cathedral of St John the Baptist, moving to its current Whiffler Road site in 2002 and then opening a Citroën franchise in King’s Lynn nine years ago.

Duff Morgan and Citroën have been a winning combination and the Norfolk business is now the brand’s biggest dealership in the east of England and a top UK franchise, selling up to 1,200 new and used cars and vans a year and has been recognised with national awards, including one for excellence in customer service.

Sales manager Martin Seal said: “I think it is because of our customer service. Our catchphrase is that we are ‘Committed to Exceeding Expectations’.”

It also helps that Duff Morgan has a team of loyal, long-serving staff and managers and a strong ethos for maintaining the right work/personal life balance.

Customers are the heart of everything Duff Morgan strives to achieve. And, like so many Citroën drivers, Duff Morgan’s customers show great loyalty to both the brand and dealership.

“Customers are the most important thing,” said Martin. “Citroën vehicles are reliable, comfortable and customers show loyalty because of the dealership and the staff. People buy from people and trust that person.”

The Citroën brand is still a bit funky and quirky but it is also big on comfort, with new Advanced Comfort features on its latest models, including the popular new C5 Aircross flagship SUV.

Citroën is launching special Origins Collector’s Edition C1 city car, C3 supermini, C3 Aircross compact SUV and C4 Cactus family hatchback models to mark 100 years of heritage and bold innovation since founder André Citroën unveiled the Type A, which achieved 10,000 sales in its first year, in 1919.

Duff Morgan is marking Citroën ‘s centenary by investing heavily in transforming its Norwich and King’s Lynn Citroën dealerships into two of the brand’s most modern and customer-friendly sites in the country, featuring the latest corporate identity. Around 90 Duff Morgan staff work for Citroën, 40 of them dedicated to the marque.

During the first world war, Winston Churchill commissioned Duff Morgan to create armoured vehicles for the Admiralty from its premises in Piccadilly, London. It also designed and built cars for Norfolk people.

After the war, Duff Morgan focused on selling vehicles, including the first mass-produced car, Ford’s Model T, and Peugeot and Opel, in Norfolk.

Following the second world war, Duff Morgan’s Standard-Triumph business grew into Rover Triumph and Land Rover franchises but it later concentrated on Citroën, which has since been joined by sister PSA group brands Peugeot and DS Automobiles as well as SEAT and its new standalone Cupra performance marque.

Join the showroom celebration April 11th: Reserve your tickets by clicking here.

Duff Morgan Citroën is at 34-38 Whiffler Road, Norwich, NR3 2AZ, and 49 Bergen Way, King’s Lynn, PE302JG. Phone 01603 775477 for the Norwich dealership and 01553 770144 for King’s Lynn or visit www.duffmorgan.com/citroen