Forces Cars Direct

Forces Cars Direct: discounted new cars for the British military community

Forces Cars Direct is a car sales and leasing broker based in Lincoln that positions itself as a supplier to the British military, veterans and the wider blue light community. Its proposition centres on discounted new cars, leasing packages and tax-free cars for serving British forces personnel and diplomats stationed overseas. The company states that its discounts are not conditional on taking its finance.

Brands and vehicle ranges on offer

The catalogue covers a broad spread of manufacturers, from volume brands to premium and newer Chinese entrants. The brands listed include Alpine, Audi, BYD, Changan, Chery, Citroën, Cupra, DS, Dacia, Ford, Genesis, Honda, Hyundai, Jaecoo, KGM, Kia, Leapmotor (listed as Lepas), Lexus, Lotus, Mazda, Nissan, Omoda, Peugeot, Renault, Seat, Skoda, Smart, Suzuki, Toyota, Vauxhall and Volkswagen.

Within those marques the site lists model ranges spanning city cars, family hatchbacks, SUVs, pick-ups and electric vehicles. Examples shown in the range menus include the Audi A3 and Q4, the BYD Atto 3 and Seal U, the Chery Tiggo 4, 7, 8 and 9, the Cupra Born and Formentor, the Dacia Duster and Spring, the Ford Puma and Ranger, the Hyundai Ioniq 5 and Tucson, the Kia EV6 and Sportage, the Nissan Juke and Qashqai, the Peugeot 208 and 3008, the Renault Clio and Scenic E-Tech, the Skoda Enyaq and Octavia, the Suzuki Swift and Vitara, the Toyota Corolla, Hilux and Yaris Cross, and the Volkswagen Golf, ID. Buzz and Tiguan.

Buying process and services

The company describes a three-stage purchase route. Customers first browse the website for new cars and exclusive savings and submit an enquiry, with the option of calling if a particular car is not listed. A sales advisor then tailors the order, including optional extras and colour choices. Finally, the team confirms a delivery date and arranges handover either directly to the customer's door or at a local participating dealership.

Beyond the vehicle itself, Forces Cars Direct states that it offers a full service covering finance and insurance, and it also buys used cars. It welcomes all makes and models for part-exchange or outright sale and provides a free online valuation portal for that purpose.

Eligibility and community partnerships

The company says its discounts, packages and services are available to individuals who meet its eligibility criteria, which the site sets out in a dedicated section. It frames its work as rewarding the armed forces, describing its focus as serving, ex-military and retired personnel.

It also reports partnerships with several armed forces organisations, naming SSAFA (the Armed Forces charity), the Royal Air Forces Association, the Forces Pension Society and the Armed Forces Covenant. A quoted statement from Rt Hon Tobias Ellwood MP appears on the site praising private companies such as Forces Cars Direct and Motor Source Group for tailoring services to these groups.

Company background and regulation

The company's news section refers to Forces Cars Direct celebrating 25 years of supporting the UK military and blue light community. It trades as Forces Cars Direct Limited, also operating under the names Cars Direct, Forces Leasing and Motor Source. It is authorised and regulated by the Financial Conduct Authority (FRN 672273) and acts as a credit broker rather than a lender, introducing customers to a limited number of lenders and receiving a fixed fee per finance agreement. The company is registered in England and Wales with company registration number 3319103.

Pricing and savings shown in the catalogue

The site displays example offers with a stated saving against UK RRP. At the time of writing this profile, listings included a Cupra Raval at £26,361.30 against a UK RRP of £32,580.00, a Chery Tiggo 7 PHEV at £25,480.75 against £32,995.00, an Audi A3 Sportback at £25,497.53 against £30,950.00, a Nissan Juke at £21,792.00 against £27,765.00 and a Suzuki Swift at £17,862.91 against £21,099.01. Featured deals also showed monthly finance figures, such as a Chery Tiggo 4 from £19,598.00 or £278.22 per month, a Jaecoo 7 from £28,541.00 or £398.97 per month, a KGM Torres EVX from £29,705.00 or £467.02 per month and a BYD Seal U from £30,726.50 or £470.64 per month.

The site notes that average savings are based on 2025 customer sales data, that prices and availability are subject to change, and that delivery costs or restrictions may apply. It also states that images are for illustrative purposes and that eligibility restrictions may apply.

Customer feedback

The company reports a rating of 9.8 out of 10 on Trustpilot, presented on its site as its customer review score.