A CAR dealer with a branch in Chippenham is changing its name as part of a deal to make it the largest Honda group in the south west.

Honda dealer Morning Star, which also has a branch in Cheltenham, will soon be known as Amethyst Motor Company Ltd.

Dealer principal Simon Bees is delighted that following the acquisition of the dealership in 2000 the business will finally take on its parent company name.

He said: "Our close links with Honda Manufacturing and Honda logistics in Swindon, coupled with our supply agreements for Wiltshire Police and Ambulance Service, and in the last year Wiltshire County Council, have led to a significant increase in the number of cars we sell and service.

"Changing the name and not the staff or service we offer will, I feel, enable us to offer even better value to both our existing and prospective customers."

In the last 12 months, Amethyst Honda Chippenham, in Bath Road, has increased its sales to the combined private and corporate sector by over 50 per cent with a corresponding increase in its service and parts business.