Veteran’s company, Forces Cars Direct raises £100 million savings for military community

Launched in 2001, Forces Cars Direct Ltd is celebrating its eighteenth birthday by announcing a pinnacle new milestone: £100 million in savings on car purchases has been based onto the military community and everyday heroes.

Company founder Steve Thronton understands first-hand the need to support and promote the work veterans do.


Having served in the Armed Forces, upon leaving the Army, Steve found there was a distinct lack of guidance for veterans provided by companies on civvy street.

Steve emphasises: “When I came out of the Army in 1994, after serving in the first Gulf war, I bought a car and it’s no exaggeration to say, I got well and truly turned over. Although it didn’t feel like it at the time, this was the beginning of something really positive.”

Steve established Forces Cars Direct to offer substantial savings to members of the armed forces posted overseas.

Through securing discounts with all major vehicle manufacturers and passing savings on, Steve and his fledgling firm were able to offer up to 35 per cent off RRPs, becoming the first online car sales company of its kind in the process.


He continues: “For all their sacrifice, the poor treatment and inflexibility offered to the military community by most companies aggravated me.

“It also ignited a spark of an idea: what if I could give something back? What if I could convince manufacturers to provide discounts on new vehicles, especially for the men and women who put their lives on the line for their country?”

And so, Forces Cars Direct Ltd. was born.


“Fast forward 18 years and Forces Cars Direct Ltd, which includes Motor Source group [launched in 2013], has expanded to offer the same savings to military personnel, regardless of when or how long they served or where they’re posted.

“Opening the offers up to public sector workers, or everyday heroes – as we like to call them – who, let’s face it, don’t go into their line of work for the money or the fame, also seemed like the right thing to do,” continues Steve.

“Saving this community £100 million is mind blowing and something I didn’t imagine would be possible when I started out. Yet meeting that milestone has only made me more determined to keep on giving back and, in doing so, helping to get the message out that we owe these people a continuous debt of gratitude.”

Alongside the fantastic saving for the Armed Forces community, Steve has another reason to celebrate: the entrepreneur has been announced as a nominee for the upcoming Entrepreneur of the Year in the Ex-Military in Business Awards.


Veterans have reaped the benefits of Forces Cars Direct Ltd. including brand ambassador, adventurer, veteran and presenter Ant Middleton.

He enthuses: “People are baffled that a business like Forces Cars Direct exists – that a profit-making business can be philanthropic and operate on the basis of giving back, whether that’s through passing on savings to customers or donating a portion of each sale to charities like SSAFA. I’m extremely proud to be associated with the company. Here’s to the next £100 million!”

Discover more about Steve and Forces Cars Direct Ltd. by visiting their website here.

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