Car Shop is investing £60,000 into a reward and benefit programme for its staff.
The scheme called Engage is targeted at all employees in the company, regardless of seniority.
The programme offers counselling and support alongside discounted gym membership and private healthcare options.
Car Shop said Engage gives staff the power to recognise their peers and managers. It said the programme “turned on its head” the top-down model of recognition.
Car Shop CEO, Jonathan Dunkley, said: “Since taking over the reins in 2012, focusing more on our colleagues has been a personal mission of mine. After all, they are the heart of the business and our most important asset.
“And if we don’t have it right for our internal customers, we’re not going to be able to get it right for our external customers, hence the investment.
“It started off with a deep-dive into understanding how our colleagues felt about the business and, thankfully, the overwhelming response was passionate and positive, but several areas of focus become apparent; health and wellbeing alongside recognition were key areas which our colleagues felt improvements could be made.
“I’m really pleased to say that our People Team did a tremendous job in addressing this, and have produced an all-encompassing programme which sets us apart from the rest of the industry.”
Car Shop is rated four in the Motor Trader Top 50 Independent dealers in the UK.
It turned in a strong performance in the year to 31 December 2015 with pre-tax profits up 113% to £5m on turnover up 6.8% to £208.6m.
The group, which has outlets in Cardiff, Doncaster, Northampton, Norwich and Swindon, saw the number of cars sold at its sites increase 12.5% to 20,418 units during the period.