Earlier this month, Polaris UK and Ireland hosted its 2023 dealer conference; a two-day event aiming to recap the brand’s performance and achievements from 2022, outline the upcoming plans and objectives for 2023, and get the entire dealer network together alongside the Polaris UK team, business partners and supporting agencies.

The event finished up with the annual dealer awards ceremony, highlighting the outstanding achievements of dealers across the UK, with awards given for the best newcomer, outstanding dealer service, forever forward award, three-star dealer and dealer of the year. 

Richard Coleby, Polaris UK National Sales Manager said: “The dealer awards are our way of saying a big thank you to our dealers for all the hard work they have put in over the past year. Bringing our dealers together is a great way to work as a team taking on feedback and learnings to continue the success that our dealers are providing for the brand. ”

The first award of Best Newcomer took into consideration the dealers who joined Polaris within the last 24 months and looked at the criteria of territory sales growth since taking the Polaris brand, development of the dealership both digitally, physically and its reputation, promotion and representation of the Polaris brand. The award of Best Newcomer went to Stag Environmental for making huge strides forward in such a short space of time 

Nominated dealerships: Burrow Rutter and Armstrong, Exsel Powersports, Power HQ and Stag Environmental

The Outstanding Dealer Award was handed to the dealership that has created exceptional levels of aftersales service both with the Polaris UK technical team and the end consumer, have great attitudes to problem solving, fault finding and diagnostic skills along with going above and beyond when required. The award was given to Davies Tractors due to their forward thinking and always maintaining a solution based focus. The team embraces all the modules and training courses Polaris offers. Davies Tractors have earned a great reputation in the local area with an extremely loyal customer base. 

Nominated dealerships: Clwyd Agricultural, David Webb Engineering, Reiver Garage Services, Davies Tractors. 

Those dealers who seek continuous development when representing the Polaris brand were in the running to win the Forever Forward Award. The award went to the dealer who was the most proactive, forward thinking, adaptable and resilient. By taking into account the adaptability in sales approach when faced with adversity of supply, a growth in sales year-on-year in spite of supply challenges, working towards earning Star Dealer and great digital and social media coverage, the award went to Dalton’s ATV. 

Dalton’s ATV truly excelled in every aspect of the award from huge increase in sales through their proactive and versatile approach, going above and beyond the Star Dealer targets and went one step further with their content creation on their YouTube Channel. 

Nominated dealerships: Daltons ATVs, Power HQ, Paterson ATV, Stormtec Vehicles.

Every year, the most awaited award is for the Polaris UK & Ireland Dealer of the Year. The Dealer of the Year award is a wrap up of everything that it takes to be an outstanding Polaris Dealer. As well as meeting the criteria of the previous awards, Dealer of the Year went to the dealership that provided exceptional customer service, resilience and adaptability in a high demand environment, engagement with Star Dealer and dealership developments, a clear Polaris brand presence in the showroom and an open minded, solution focused attitude to provide the best possible customer experience. The Dealer of the Year was awarded to Clwyd Agricultural. 

Customer centricity is a key value for Polaris and Clwyd demonstrated this through expectational levels of customer service, aftersales, business development and growth. 

Nominated dealerships: Clwyd Agricultural, Daltons ATVs, Davies Tractors and Paterson ATV. 

Also announced at the Dealer Awards was the Three Star Dealer Award. This award goes to dealers who excel in all business facets and to achieve 3 Star status is a huge testament to hard work and continuous development. 

This year’s 3 Star Dealer Award went to: Clwyd Agricultural; Stormtec Vehicles; Turf Machinery Engineering; Linstead Farm and Garden Machinery; Day and Coles Agricultural Ltd.; Paterson ATV; Burrow Rutter and Armstrong Engineering Ltd.; 4 Dirt; Davies Tractors and Cherrys Country Hardware Ltd.

For more information, please contact the Polaris ORV Media Office at press@polaris-orv.media


As the global leader in powersports, Polaris Inc. (NYSE: PII) pioneers product breakthroughs and enriching experiences and services that have invited people to discover the joy of being outdoors since our founding in 1954. Polaris’ high-quality product line-up includes the Polaris RANGER®, RZR® and Polaris GENERAL™ side-by-side off-road vehicles; Sportsman® all-terrain off-road vehicles; military and commercial off-road vehicles; snowmobiles; Indian Motorcycle® mid-size and heavyweight motorcycles; Slingshot® moto-roadsters; Aixam quadricycles; Goupil electric vehicles; and pontoon and deck boats, including industry-leading Bennington pontoons. Polaris enhances the riding experience with a robust portfolio of parts, garments, and accessories. Proudly headquartered in Minnesota, Polaris serves more than 100 countries across the globe.