A BRADFORD-based motor dealers company has driven off with a prestigious national award for its online customer service.

JCT600 was named the best digital customer experience at the Auto Trader Click Awards.

The motoring magazine has run the awards for the last ten years, which aim to recognise digital excellence in the motor industry and identify Britain’s best car retailers.

Consumer research plays an important role in the Click Awards with the results being used to determine winners on the day.

For this year’s awards, Auto Trader conducted interviews with more than 10,000 people who were asked to assess both automotive and non-automotive sites.

John Tordoff, chief executive of JCT600, said he was pleased his firm had won the award as it was chosen by consumers.

He said: “We are particularly proud to have been given this title as the awards recognise the best of the best with, crucially, the winners being chosen by consumers.

“The in-depth research undertaken by Automotive Trade included feedback about shoppers’ perceptions of the websites of a number of leading brands, both within the automotive industry and across other sectors, so it was even more satisfying for our website to score so it was even more satisfying for our website to score highly.”

Mr Tordoff added that being at the forefront of digital services was key to business. He said: “We recognised the potential importance of digital performance for our customers a number of years ago and have continued to invest in developing a user-friendly portal which delivers the same outstanding customer experience beyond our physical showrooms.

“Delivering digital excellence will remain a priority as we continue to strive to be the best place to shop.”

The Auto Trader Click Awards were held at a ceremony featuring BBC Breakfast business reporter Steph McGovern.

BMW Park Lane and Renault Retail Group was named as highly commended in the digital customer experience category. It was one of six awards handed out on the night, which also included prizes for data driven retailer of the year; digital innovator of the year; digital innovator of the year; best performing retailer on Auto Trader; business transformation of the year and Digital Retailer of the Year

JCT600 is a family business which employs 2,300 people and last year celebrated its 70th anniversary.

With 50 dealerships throughout Yorkshire, the North East, the Humber, Derbyshire, Lincolnshire and Nottinghamshire, it sells 18 of the world’s most respected brands such as Aston Martin, Audi, Bentley, BMW, MINI, Ferrari, Maserati, Mercedes-Benz, Porsche, Vauxhall and Volkswagen.

It was founded in 1946 as Brooklands Garage on Sticker Lane, Bradford, by its current chairman Jack Tordoff. It has grown from a single dealership into the largest privately-owned business in Yorkshire.