Eight Nissan dealerships – Lookers Nissan Group with six dealerships, plus Smiths Nissan and Canterbury Nissan – have become the first automotive dealerships in the UK to achieve Pride365 Certification as part of a new pilot programme designed to ensure every customer who walks into a Nissan dealership or employee that works there feels respected, welcomed and valued.
The initiative reflects a growing reality in UK retail: customers understandably expect businesses to demonstrate genuine inclusion, not just in marketing but in everyday interactions. For automotive retail – an industry where customers make high-value, emotionally significant decisions – feeling safe, understood and respected can shape the entire experience.
At the same time, inclusive workplaces lead to better service. Studies consistently show that employees who feel they can be themselves at work deliver higher levels of customer care, stay longer, and contribute more positively to team culture.
Welcomed and respected
By becoming Pride365 Certified, these dealerships are committing to both sides of that equation: better experiences for customers, and better environments for employees.
Fiona Mackay, Marketing Director at Nissan GB, said: “Our customers come from every walk of life, and they should feel welcomed and respected in every Nissan dealership. This pilot is an important step in ensuring that inclusion is part of the customer experience, not just our corporate values. We’re proud of our dealer partners for leading the way.”
Pride365 has partnered with Nissan GB since 2021, when Nissan GB itself became Pride365 certified. Since then, the partnership has supported inclusive events, policy development and the launch of Nissan GB’s employee Pride Network.
Extending this work into dealerships marks a major step forward. Dealerships are the frontline of the customer experience, and this pilot programme ensures that inclusion is embedded where it matters most: in the conversations, decisions and interactions that shape a customer’s journey.
As part of the process of becoming Pride365 certified, each dealership completed a detailed audit of its culture, policies and customer-facing practices before making a series of public pledges to strengthen inclusion year round.
Smiths Nissan’s pledges include:
- Delivering LGBTQ+ inclusivity training for managers and reviewing key inclusion policies.
- Promoting Pride365 accreditation and sharing inclusive language guidance across customer‑facing channels.
- Supporting the LGBTQ+ community through charitable giving and improved recruitment and staff‑survey practices.
David Smith, Director and Pride365 Lead at Smiths Nissan, said: “Securing Pride365 accreditation reflects our commitment to creating an environment where colleagues, customers and partners can be themselves and do their best work. It aligns with the values that have guided Smiths for generations: trust, respect, and understanding. Pride365 makes those values visible in how we support colleagues and serve customers, not just during Pride season, but all year. It is a practical accreditation, and that is why we value it. It asks you to make clear promises and to follow them through.”
Canterbury Nissan’s pledges include:
- Undertake Pride365’s “Culture First” training for team members.
- Implement and update policies to ensure they are LGBT+ aware and inclusive.
- Raise awareness of nominated LGBTQ+ charities.
A spokesperson for Canterbury Nissan said:
“We believe all customers and staff should feel valued and comfortable in the dealership. We want to make a difference.”
Lookers Nissan’s pledges include:
- Showing visible, year‑round support for LGBTQ+ inclusion across all communications.
- Creating an Ally and LGBTQ+ network and delivering Pride365 “Culture First” training.
- Updating policies and supporting LGBTQ+ charities as part of a long‑term inclusion plan.
Jack Mizel, CEO of Pride365, said: “Buying a car is a major life moment, and everyone deserves to feel completely at ease throughout that journey. When dealerships commit to year-round inclusion, they’re not just improving workplace culture – they’re improving the customer experience. These Nissan dealers are showing what authentic allyship looks like in practice.”