Evans Halshaw Adds Alfa Romeo to Cardiff Six-Brand Hub, Cardiff 2026

Key Points

• Evans Halshaw has introduced Alfa Romeo to its brand portfolio for the first time at its Cardiff operation on Sloper Road.
• The site now operates as a six-brand multi-franchise retail hub, offering new car sales for Alfa Romeo, Jeep, and Peugeot, alongside existing brands Citroën, Vauxhall, and DS.
• Peugeot new car sales return to Cardiff after nearly a decade without representation in the city.
• Customers can access full model ranges from all six brands at one location, including vehicle purchase, servicing, MOTs, and maintenance.
• The expansion aims to position Sloper Road as a central retail hub for motorists across South Wales.
• Blake Jones, head of business at Evans Halshaw Sloper Road, welcomed the addition of Alfa Romeo and Jeep while expanding Peugeot offerings.
• This follows other Welsh investments, including a £1.7 million revamp of the Cardiff Ford dealership into a dedicated Ford Transit Centre.
• The Ford site upgrade on Newport Road will boost workshop capacity and support for retail and fleet customers.

Cardiff (Cardiff Daily) April 9, 2026 – Evans Halshaw has expanded its Cardiff operation by adding Alfa Romeo to its brand portfolio for the first time, transforming the Sloper Road site into a six-brand multi-franchise retail hub.

The dealership now provides new car sales for Alfa Romeo alongside Jeep and Peugeot, complementing the existing brands Citroën, Vauxhall, and DS. Previously, the site handled Peugeot servicing and used vehicle sales. This development marks Peugeot’s return to new car sales in Cardiff after almost a decade without a presence in the city.

Customers at the Sloper Road dealership gain access to the full model ranges from Citroën, Vauxhall, DS, Alfa Romeo, Jeep, and Peugeot in a single location. The expansion seeks to reinforce the site’s position as a key retail destination for South Wales motorists, encompassing vehicle purchases, servicing, MOTs, and maintenance.

Why Has Evans Halshaw Added Alfa Romeo to Its Cardiff Dealership?

As reported in coverage from AM-online, Evans Halshaw’s move introduces Alfa Romeo to its portfolio at the Sloper Road site. The dealership previously supported Peugeot servicing and used vehicle sales, but the addition of new car sales for Alfa Romeo, Jeep, and Peugeot expands the offerings significantly.

Blake Jones, head of business at Evans Halshaw Sloper Road, stated:

“We are pleased to welcome Alfa Romeo and Jeep to the Cardiff dealership, while also expanding our Peugeot offering to see the brand make a welcome return includes our previous servicing offering and used vehicles alongside full new car sales. Bringing these brands together at Sloper Road allows us to offer motorists far more choice across the six brands we offer when they visit us.”

This six-brand setup provides a comprehensive hub where visitors can explore options from multiple manufacturers without travelling elsewhere.

What Brands Are Now Available at Evans Halshaw Sloper Road?

The Sloper Road dealership now houses Citroën, Vauxhall, DS, Alfa Romeo, Jeep, and Peugeot. New car sales cover Alfa Romeo, Jeep, and Peugeot, while the full ranges of all six brands remain accessible.

Operating from its established Sloper Road location, the site integrates these brands to serve as a one-stop facility. This includes not only sales but also aftersales services like MOTs and maintenance, catering to a broad range of customer needs.

How Does This Expansion Benefit South Wales Motorists?

The development strengthens the site’s role as a central retail hub for motorists across South Wales. Shoppers benefit from a single destination for purchasing, servicing, and maintenance across diverse brands.

By consolidating six brands, Evans Halshaw addresses the demand for variety in a region where dealership options may require multiple visits. The focus on full model ranges ensures comprehensive choice under one roof.

What Is the History of Peugeot and Alfa Romeo Representation in Cardiff?

Peugeot new car sales had been absent from Cardiff for nearly a decade prior to this expansion. While Evans Halshaw Sloper Road maintained Peugeot servicing and used sales, the reintroduction of new vehicles fills a long-standing gap.

Alfa Romeo enters the Cardiff market through Evans Halshaw for the first time via this site. No prior representation details for Alfa Romeo in the city appear in the reports.

Why Is Evans Halshaw Expanding in Wales This Year?

This Cardiff expansion forms part of broader investments by Evans Halshaw in Wales during 2026. As detailed in AM-online coverage here, the company committed £1.7 million to revamp its Ford dealership in Cardiff.

The Newport Road site undergoes redevelopment into a dedicated Ford Transit Centre. This upgrade targets enhanced commercial vehicle sales and servicing.

What Changes Are Coming to the Cardiff Ford Dealership?

The Newport Road facility will increase workshop capacity following the £1.7 million investment. It provides specialist support for retail customers and business fleets across the region.

The shift to a Transit Centre bolsters Evans Halshaw’s capabilities in commercial vehicles. This aligns with growing demands in sales and aftersales for vans and related models.

How Does the Sloper Road Expansion Connect to Other Welsh Developments?

Evans Halshaw’s activities in Wales this year demonstrate sustained commitment to the region. The Sloper Road multi-brand hub complements the Ford Transit Centre project, expanding both passenger and commercial offerings.

Together, these initiatives position Evans Halshaw as a growing presence in South Wales retail and servicing. The Sloper Road site, with its new six-brand focus, directly supports local motorists seeking diverse options.

The Sloper Road expansion reflects strategic growth in a competitive market. By adding Alfa Romeo and enhancing Jeep and Peugeot, the dealership responds to customer preferences for premium and versatile vehicles. South Wales drivers now find expanded choices without leaving the area.

Evans Halshaw maintains its established infrastructure while introducing fresh brands. The site’s history with Peugeot servicing provides continuity, now elevated with new sales.

In parallel, the Ford investment underscores a pattern of targeted upgrades. Newport Road’s evolution into a Transit Centre addresses commercial needs, potentially drawing fleet operators from wider areas.

These moves occur amid steady demand for automotive services in Cardiff and surrounding regions. The Sloper Road hub simplifies decision-making for buyers comparing models across brands.

Blake Jones’ comments highlight the customer-centric approach. The consolidation offers “far more choice,” a practical advantage in a city with evolving transport needs.

Reports from AM-online capture these details without additional speculation. The expansions proceed as planned, with operational enhancements underway.

Background of the Development

Evans Halshaw operates as a major UK automotive retailer with multiple sites. The Sloper Road location in Cardiff has long served local customers, initially focusing on brands like Citroën, Vauxhall, and DS. Peugeot featured in servicing and used sales, but new car representation lapsed around 2016.

Alfa Romeo, known for models like the Giulia and Stelvio, lacked a Cardiff outlet until now. Jeep complements this with SUVs, while Peugeot returns via full sales.

The £1.7 million Ford investment at Newport Road builds on prior site capabilities. This follows Evans Halshaw’s pattern of regional consolidation, as seen in other UK expansions. The Sloper Road project integrates seamlessly, leveraging existing facilities for the six-brand model.

Predictions: How This Development Can Affect Cardiff and South Wales Motorists

This expansion provides Cardiff and South Wales motorists with greater access to diverse vehicle options at one site, potentially reducing travel time for comparisons across Citroën, Vauxhall, DS, Alfa Romeo, Jeep, and Peugeot. Servicing and MOT availability under multiple brands streamlines maintenance needs.

The Peugeot return addresses a decade-long gap, offering local buyers new models without city-wide searches. Alfa Romeo’s entry introduces premium Italian vehicles to the area, expanding choices for those seeking sporty or luxury options.

Fleet operators and businesses may benefit indirectly through the nearby Ford Transit Centre upgrade, which boosts commercial servicing capacity. Overall, South Wales drivers encounter a more efficient retail landscape, with Sloper Road serving as a consolidated hub.