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The Cole family, established in the car business for over 70 years


After serving in the British Army during World War II my grandfather Lenny Cole began his career in the motor trade in Dorset. Over the course of many years he gained a reputation for being a true gentleman in the way he conducted his business. I would love to think that Grandpa Lenny would be proud of me today.

During the late 1960's Lenny taught my father Barry the business at his original car sales site in Christchurch, Dorset and together they proved to be successful, later buying the building next door to expand the premises (all three pictures are of the same property through the years). 


Years later, with Lenny retired, history repeated itself when my father Barry taught me the industry. From 1995 (aged 16) to 2005, we worked together supplying cars to the trade. This was the most educational period of my career, visiting various dealers every single day to supply them with their stock, watching the best way to run a car dealership by seeing how these dealers operated, learning the way to do things and how 'not' to do things. In 2005 after almost a decade, I separated from my father in business but maintained a lovely personal relationship with him. My wife Sarah-Louise and I set up a new company called BJC Car Sales and we opened our first retail premises which over three hard-working years grew to 9 forecourts. By 2008 having had a few full-on years with very little time for family we re-evaluated our life and decided that wealth was about quality of life and spending time with our family, not about what we had in our bank account or in stock, so we decided to sell the business and focus on dealing in luxury cars from the grounds of our Dorset country home. This meant we could work but be around the children at the same time. We are still at the same property operating in the same way to this day. 


BJC Car Sales became a Limited Company in 2010 with myself and my wife Sarah-Louise as co-directors of BJC Car Sales Ltd.

In 2020, the year of the COVID outbreak we decided to embrace our home life even more, we started the year with one dog and ended the year with more dogs, alpacas, ponies and chickens! The 'BJC farm' has become quite a feature on our @bjccarsales Instagram page where customers and friends get to enjoy our daily antics.

We are delighted to have remained a family business with the right ethics and morals. I have built a great reputation so I get the offer of cars every day, directly from their owners and I continue to buy the cars I like myself and then advertise them, this means there's no salesmanship involved, just genuine enthusiasm. I am not a salesman, I would like to think of myself as one of you, not someone trying to sell to you! Buying from us is like food shopping at your deli or clothes shopping at a boutique, you get more passion and expertise and the attention to detail that the larger dealerships lack, we really care about every customer and appreciate every deal, our reputation is everything to us!

Thanks for reading our History Page, 

Baron J Cole.