A fourth-generation family business is closing its car sales department after trading in Norfolk for more than a century.
East Coast Motor Company, formerly known as Cromer Motors, is halting car sales at Cromer’s Beach Road after 105 years.
The family firm has been in the town since 1919, but will no longer sell cars from the end of March this year.
However, Adam Rounce - managing director and the fourth generation of the family to run the business - has said the workshop will remain open.
"Sadly we will be closing the car sales department at the end of March 2024," Mr Rounce said.
"However our busy workshop will remain open and continue to operate as normal.
"This difficult decision has come after a long period of serious consideration. Navigating the car sales through Ford's restructuring, the Covid-19 pandemic and these tough economic conditions has not been easy.
"We'd like to thank all our car sales customers throughout the many years we've been selling cars at our family-run site in Cromer.
"Our friendly sales team are still here to help over the next couple of months. After this we will be able to source and obtain cars for you from one of our many trusted business contacts.
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"We also cash purchase most makes and models whatever the reason. Our fully-trained staff in the workshop will continue to carry out servicing, repairs and MOTs for most makes and models of cars."
The company was previously based at The Gangway in Cromer, selling Austin, MG, Leyland and Rover.
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After moving to Beach Road, it became a Ford franchise in 1967 under Adam Rounce's father, George.
Mr Rounce, who took over the business when his father retired, added: "We will continue to look after our loyal customers and encourage new customers into our busy workshop - carrying out MOTs, servicing and maintaining all makes of car, but specialising in Fords.
"I will also be able to source quality low mileage cars for customers in a friendly non-pressurised one-to-one environment."
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