Bill Cullen back on the road with new car dealership in Dublin

Former Apprentice host appointed official dealer for SsangYong franchise

Veteran businessman Bill Cullen has re-entered the Irish motor business with a new SsangYong dealership in Dublin.

The former Renault chief executive and TV Apprentice boss has opened a new showroom on Naas Road, where he has been appointed an official dealer for the SsangYong franchise.

The dealership, which is named Bill Cullen Premier Motors ,will stock the Korean range of SUVs as well as a variety of used cars.

“I’ve been itching to get back into the motor trade for some time. I had noticed that SsangYong had a new range that was performing well in other markets and when I spotted that it had entered the Irish market I knew it was time to make a move,” Mr Cullen said.


Bill and his partner Jackie Lavin have recruited a team of sales people and servicemen.

“We are in an excellent location with easy access from the M50 and the red Luas line going by our door - we’re a stone’s throw from the Bluebell Luas stop,” Mr Cullen said.

SsangYong Motors Ireland chief executive Joe Harris said the company was confident this appointment will see the SsangYong brand continuing to go from strength to strength.

In August 2012, Mr Cullen lost the Renault dealership, ending a long-standing relationship with the brand. He had held the national franchise for the French carmaker from 1986 to 2007.

In October the same year, receivers were appointed by Ulster Bank to Glencullen Holdings, which operated car dealerships in Swords and Liffey Valley in Dublin, to secure its loans.