LOCAL car dealer, Martin Cheshire, has certainly made his mark on Fermanagh’s burgeoning motor industry.

In just eight short years, the Letterbreen man has gone from selling cars outside his house, to expanding to no less than three sites locally, where an estimated 600 cars are sold per year.

Martin’s philosophy is simple – quality, affordability and service.

And all of these are offered in abundance at both Oakfield Car Sales, Bellanaleck, which Martin manages with daughter, Samantha, and the nearby Tamlaght Car Sales, managed by his son, Derek

A storage yard in Letterbreen completes the impressive trinity, and the businesses employ a total of 12 staff including experienced salespeople, valeters and mechanics.

Looking around Oakfield Car Sales, it’s not hard to see why it has been a hit. An array of vehicles to suit all tastes; warm and inviting surrounds; a friendly “hello, how’s it going?” from staff.

Simple ingredients, yes, but highly important in the cut-throat world of car selling.

It is no surprise that repeat business makes up a large chunk of sales at Oakfield, while over half of cars are bought by people outside the county. Word is spreading both inside and outside the county.

“It’s a two-way street,” Martin remarked. “We are good to our customers, and they are good to us.

“I like to think we have an edge over the big multinational companies. People like to know they are dealing with local people they can trust. It’s a simple thing that means a great deal.”

Humble beginnings

As with any business with humble beginnings, Oakfield Car Sales was born out of passion.

Martin spoke with delight of his lifelong love for cars – with a particular penchant for Audi.

He has since turned his passion into a viable business, and such is his love for the trade that he recently sold his security firm, Samdec Security Ltd, to focus on it.

“It all started as a hobby, really, humble beginnings and all that,” Martin said.

“I have had a lifelong interest in cars, especially motorsport and rallying.

“I would have always toyed with a few cars here and there. I suppose it’s progressed now to what it is today.”

The short history of the Cheshire’s car selling interests is far from uneventful.

Selling from home in 2016 was soon superseded by a yard at Letterbreen in 2019, and this was followed by the opening of a second outlet, Tamlaght Auto Sales, in January 2021.

Further expansion was afoot in September 2022 when Oakfield Car Sales, Bellanaleck, opened its doors. The outlets specialise predominantly in cars, with a small stock of vans also available.

“I suppose it’s not bad going for less than eight years!” Martin said, reflecting on the growth of the businesses. “It’s all about building up that trust with people and giving them a reason to come back.”

Indeed, the day-to-day buzz of Oakfield Car Sales is never dull. Staff work tirelessly to prepare cars for sale and to provide the best finance packages possible, all provided with the reassurance of an RAC-backed warranty.

But what is Martin’s favourite part of the car game? After all, it’s not all presenting keys, and much work goes on behind the scenes to ensure success.

“I would say that my favourite

part is the buying end of things,” he revealed.

“I spent a lot of time in GB mainland building up contacts, and it gives me great satisfaction knowing that we are getting cars that local people want.

“I do enjoy doing a deal and getting it done. You can’t be a ‘tyre kicker’ in this game!”

Creating employment

Providing local jobs is also a major source of satisfaction for Martin.

“Yes, business has to be profitable, but that’s not what it’s all about,” he said.

“Creating employment is a big thing, and at present we have two apprentice mechanics.

“These are two local young guys who will be helped in their early stages of careers in the motor industry.

“Training staff properly is important to us. I believe that people come to us for the service, so it is important to maintain these high standards.”

Undoubtedly, Martin’s drive and passion for all-things cars has resulted in a strong business locally. But the journey has by no means stalled.

Remarking on his future plans, Martin mused: “While we are happy with where we are in business, we have to keep looking to the future.

“We are actively looking for another site somewhere outside the county and if the right place appears I can see a further expansion.

“The future is looking bright, we are happy with the way it’s going, but we can’t rest on your laurels.

Support

“Of course, none of this will be possible without the support of our valued customers. Any customer who has bought a car from us, we thank them immensely. Without the customer we wouldn’t have a business.

“The people of Fermanagh have always been supportive, and it’s also good to see that we also sell around 50 per cent of cars outside of the county. This bodes well for the future.”

However, while Northern Ireland expansion is on the cards, Martin isn’t as confident about cross-border growth, given post-Brexit customs rules.

“At present, exporting to the Republic of Ireland has waned due to the implications of Brexit due to taxes,” he explained. “While a location South of the Border isn’t feasible at the moment, changes to import laws could give the green light to this.”

An impressive family business, focused on quality, with exponential growth. Perhaps this best sums up Martin’s exploits in the motor industry this past decade, with more still to come.

However, Martin said himself that life “isn’t all business”.

So what does Letterbreen’s go-to car man do to unwind?

Unsurprisingly, it also involves cars!

“We are currently restoring a couple of VW Golfs,” said Martin, with pride.

“I am a self-confessed Audi fanatic, but I also have a deep appreciation for Volkswagen.

“Pottering about in the garage is a way to escape the rat race. You can’t think business all the time!”