Williams BMW Avis 321

Fantastic customer service from Elliot at the Stockport BMW branch! I have had Vw, Audi aswell as many more manufacturers over the years but nothing beats the customer service I had at this branch in January 2026 when purchasing.

Hot/cold drinks/ biscuits on offer, a lovely female receptionist that was very welcoming. Elliot went that bit extra with the exceptional, friendly approach to his customers. He did not let us leave without going through everything with me (specs ect) . Thank you for the great experience you gave me, I Would highly recommend this branch and staff and most certainly will return in the future.

Having been notified of a safety recall on my car from BMW I was fobbed off 4 times over 2 weeks by Williams in Bolton, with no response at all to emails or phone calls, despite a promise to get back to me.

In the end I approached Bowker BMW in Preston, who were the complete opposite - they took the fact that it was a safety recall seriously and offered me a repair the following day. I know who I will be using in the future, despite the 40 mile round trip!

Please avoid Williams Bolton BMW. I purchased an Approved Used BMW i7 in April 2025 and was initially very pleased with the car. The purchase was straightforward, and I agreed to the deal on the day.

However, nine months later—and after only 2,000 miles—the car required a brake fluid and microfilter service (£450), and the rear tyres were worn to the wear indicators. I contacted Williams Bolton in January and spoke to two sales representatives who agreed the situation didn’t sound right but said only the Sales Manager, Ross Fraser, could address it.

Despite multiple attempts, Mr Fraser did not respond for a month, forcing me to complete the service at Williams Liverpool. When he eventually replied, it was clear he misunderstood the issue. I was not disputing that the service or tyres needed attention; I was disputing the fact that this information was not disclosed at the point of sale. Had I known, it would have affected my decision or negotiation.

After prolonged back‑and‑forth, Mr Fraser maintained that the matter was closed and advised me to complain if I wished. Out of frustration, I escalated the issue to BMW UK’s CEO, David George. I received a call from someone claiming to be from the CEO’s office, who later informed me that the Head of Business at Williams Bolton, Owen Duncan, supported Mr Fraser’s position and that BMW UK could not intervene due to dealerships being independently owned.

I then submitted a formal complaint, only to learn that the person I had been speaking with was from Customer Services—not the CEO’s office as initially implied. At that point, I felt misled by both BMW and the dealership. The after‑sales support has been nonexistent, and BMW Customer Services appear unable to challenge dealership decisions, regardless of concerns raised.

As a reasonable compromise, I offered to pay 50% of the service cost and requested replacement rear tyres at cost price. This was rejected by both Ross Fraser and Owen Duncan.

Overall, I feel deeply disappointed by the lack of transparency, accountability, and support throughout this experience.

Superb service from Matthew in used car sales .
So helpful and an excellent assistance. Nothing was too much trouble .
recommend him so highly

Very disappointing experience. Called Williams BMW Rochdale as I was interested in buying a car and was met with a rude and dismissive attitude from the salesperson. Spoke in an overly familiar way, told me he was “doing me a favour” by taking the call, and then hung up when I challenged his tone. Completely unprofessional and not what you expect from a BMW dealership.

Williams Stockport BMW.
Just purchased my 3rd new BMW, and once again the experience has been fantastic. After 2 and a half years, I was contacted by Stockport BMW and from that moment everything was handled seamlessly. They’re taking care of the part exchange, settling the finance, and moving me straight into my new car with no hassle at all.
A big thank you to Kalem for making the whole process so easy with his approach, and to Steve, who runs the dealership, for sorting everything out so efficiently. I’m really looking forward to collection and having Janez walk me through all the new in-car technology.
Very happy 😃 – ⭐️⭐️⭐️⭐️⭐️ stars!

Trained Rochdale BMW technician who reports an iDrive is faulty because he didn’t know how to turn it on speaks volumes and as for the customer service that’s even worse terrible treat customers like second class citizens

Purchased a 2nd hand BMW X1. The salesman at Williams BMW Bolton was Shiraz Hassan he was first class. He was very friendly and made the buying process a pleasant experience. It was a no pressure transaction and if Shiraz is still working there when I change vehicles I will seek him out, he's a credit to Williams.
I had a minor issue with some documentation at the final point of the sale but it was in connection with the service department and no reflection on Shiraz. It was sorted amicably by Jack in the service department to my satisfaction.

Thanks to the chinese assistant that attempted to charge me £180 for a remote software upgrade to my 330e. So, by his logic, if you buy your vehicle second hand, the software will not install. The version I had was 2021 and I bought the car in 2024. So, what happens if there's a newer version of the software? What if someone else bought this car THIS YEAR?? for a FREE OTA software upgrade that downloads, uploads to the car but never installs, BMW should be ashamed of itself wanting to charge me £180 for something that should be done for free. My next car will not be a BMW thanks to this experience.

I bought a used BMW 520i from Williams BMW Rochdale that I had seen online.The vehicle was presented in immaculate condition,everything and more I had hoped for.
After an initial query was settled satisfactorily the used car sales manager Martin and sales rep Lewis made my whole experience a complete joy!
Lewis,in particular,was outstanding.Nothing was too much trouble,his knowledge and willingness to explain all the tech in the car is excellent!
Highly recommend Williams BMW Rochdale,excellent cup of coffee too!

I had a very disappointing experience with Williams Group BMW Manchester and I would strongly advise others to think twice before dealing with this branch.

They took a £500 deposit from me, even though I clearly stated from day one that this amount was excessive — a £100 deposit would have been more reasonable. My finance application was declined through them, yet I was quickly approved elsewhere with a standard lender at 5.9%, which shows the issue was not on my side.

Despite this, it has now been several days and my deposit still has not been returned. I’ve been repeatedly chasing, only to be told it’s “with the accounts department” with no clear timeline or proper communication.

So I part exchanged my Mini Cooper Sport for a JCW Mini 4 months ago at Williams Manchester, the purchase was seamless from start to finish and all down to Liam and Alanna.
My new JCW was delivered to London with a straight forward handover by a very polite and helpful driver, this was something I’ve never done before but couldn’t have been any easier.
The car itself was immaculate and as described, Alanna also sent me a video of the car before I bought it.
I can’t put into words how happy I am with my JCW.
The only negative I didn’t get one of your Williams teddy bears 🐻
Thank you Liam and Alanna

Regarding a new car review for Rochdale MINI, Greater Manchester.

I utilized the "book a 24hr test drive" feature on the website. After more than a week without a response, I contacted the chat service to inquire about the delay. I was informed that my information would be forwarded to the local dealership for arrangements. A week later, I received an email from Deon Williams at Williams Mini Rochdale stating, "Thanks for taking the time to request a test drive on one of our new MINI models! I’d love to get you out in one of our cars! We have the full range available to take for a spin!" I replied to this email on January 20th but did not receive a response. Consequently, as I was in the vicinity today, January 26th, I made the decision to visit Mini in person. Upon entering the showroom, I located the vehicle of interest, albeit a higher trim level, which nonetheless allowed me to gain a comprehensive understanding of its features. I was genuinely impressed by the vehicle's attributes. Throughout my visit, several sales associates proactively inquired about our needs and offered refreshments. Subsequently, I decided to view the specific trim level I was interested in and approached a salesperson, Sam, who then presented the desired vehicle. Given my profound satisfaction with the comfort and overall feel of the car, Sam promptly arranged a test drive. While the predetermined test route limited the full exploration of the vehicle's capabilities, it solidified my conviction that this car was an ideal fit for my requirements. Therefore, despite an initial less-than-optimal start, the overall experience at the dealership concluded exceptionally well, and I felt highly valued as a prospective client.

Thank you very much for today by putting my name and welcoming me with our new car it has been a pleasure and thank u for paper work sign I enjoyed your company from nazia sultana💗👍

Booked online and checked in online for my oil change and a wheel alignment. Dropped the car off at 10:00 and at 11:00 was told it would be 2 hours for the wheel alignment because they had missed the fact I needed the wheel alignment. At 13:00 I asked how they were doing and was told it would be 2 hrs. Okay stay calm. At 14:00 I was told again it would be 2 hrs, stay calm.. At 15:00 I was told it would be late afternoon. At 15:30 I was told it would be best to rebook. Terrible service and their systems don't work.

Just walked out of the Mini showroom at Manchester. I wanted to part ex and pay cash balance for a car, no frilly extras etc - just straight forward transaction. I appreciated I'm their least favourite type of customer because they can't upsell on finance deals (where they can hide the detail in payments and the APRs - the 4 square car sales technique - google it) and I don't want all their glossy paint protection, GAP insurance etc - so they can't hide massive markups on those. They offered me a very low ball figure for my part ex - quite a bit less than Webuyanycar offered (and we all know they are very low) and significanly (£2000) less than I'd already been offered by Motorway - even taking the low low ball part ex into account the cash balance figure just didn't add up - after digging into the numbers I realised they had added back in all of the £1000 of extras I'd already made quite clear I didn't want and tried to slip it under the radar - unfortunately when I've effectively taken the 4 square off the table it's more difficult to hide this deception and it's just downright dishonest. Needless to say I walked out of the dealership in disgust - I would have loved to have bought the car but I'll sell my car privately and find another car to purchase from another dealership somewhere else.

Rude staff, bad company to deal with ad they don’t want to understand their customers.

Outstanding sales and service would highly recommend

Special thanks to Fayaz and Eric

Great team 👍🏻

First Class- saw a used car on auto trader, enquired about it, James Hushon contacted me from the Liverpool branch & sent me a video & brochure of the car I was interested in, we came to a deal & had it delivered free of charge 4 hrs away from where we live. Day of delivery a lovely man & his trailer delivered the car & all I can say is I love it, exactly as described & so happy from start to finish. I would definitely use Williams Group again as first class BMW used car dealers with free gifts on the back seat, a nice touch !

I took my vehicle to BMW Bolton solely for a diagnostic to identify a fault, and what I experienced was completely unacceptable. Without any warning, explanation, or consent, they stripped down parts of my engine, dismantled components, and then returned the car to me unassembled and undriveable.

At no point was I informed that a simple diagnostic would involve taking the engine apart or that the vehicle would not be put back together afterwards. Had I known, I would never have agreed to it. Instead of investigating the issue professionally and transparently, they left my car in a far worse condition than when I handed it over.

The lack of communication, lack of consent, and lack of responsibility shown by BMW Bolton has caused significant stress, inconvenience, and additional problems during an already difficult dispute. For a main dealer, this behaviour is shocking and far below the standard you would expect from BMW.

I strongly advise others to be extremely cautious when trusting BMW Bolton with their vehicles. My experience has been nothing but frustrating, unprofessional, and deeply disappointing.