Founder and owner of Shelbourne Motors, FRED WARD, reveals what it took to build the company, his winning days as a rally driver, how he spent time in hospital after an incident with a cow, and the one thing he regrets not doing in his life.
Fred Ward, founder of Shelbourne Motors, began his journey as a young entrepreneur with little more than determination, mechanical skill, and a vision for what a modern motor business could become. Starting from a modest petrol station in 1973, he often worked 7-day weeks to build a reputation for trust, service, and community. Over the decades, his hands-on leadership and knack for finding the next best deal transformed Shelbourne Motors into one of Northern Ireland’s leading multi-franchise automotive groups, leading them to be named Dealer group of the Year in 2024 and 2025. Today, Fred stands as a respected business leader whose legacy continues through a thriving family-run company shaped by his values and relentless drive.
He explains:
🟩 How he and Bertie Fisher won the team prize rallying the Circuit of Ireland without competition brake pads
🟩 His run in with a cow on a dark country road that led to a night in hospital
🟩 How a write up in a magazine helped sell his first Toyota from the drive of his house
🟩 Why he wasn’t the first person interested in buying the original Shelbourne filling station
🟩 How he managed to stock the original forecourt without any money
🟩 How a strangers wedding night inspired the name of the company
🟩 Why cattle dealers stopped him going to school on Mondays
🟩 The secret to surviving 50 years in business
🟩 The one and only regret he has
🟩 The 1 million spark plug deal with a Swiss agent
🟩 Where he thinks the entrepreneurial spirit comes from
🟩 The book that gave him the ideas for growth and success
(00:00) Intro
(01:14) Fred's truly classic first car
(02:40) Winning the Circuit of Ireland Team Prize with Bertie Fisher
(06:45) How a cow put Fred in Hospital
(08:14) Fred's early career
(09:43) The £75 sale that launched Fred's love for selling cars
(11:29) How Fred landed the Toyota brand
(12:49) Selling his first Toyota from the driveway of his house
(13:19) Without him Fred would never have bought the Shelbourne filling station
(14:08) How Fred stocked the site with no money
(14:49) A strangers honeymoon night inspires the company name
(15:39) The mentor who pushed Fred to success
(16:05) Why cattle stopped Fred going to school on Monday's
(17:07) How Shelbourne evolved from a simple filling station to a fully fledged car dealer
(19:40) The secret to surviving 50 years in business
(22:50) The one regret Fred has in life
(23:34) The 1 million spark plug sale
(24:47) The lessons Fred learned from starting work at 14 years old
(26:00) You're not born the entrepreneurial spirit. It comes from this
(27:05) The book that revolutionised Fred's thinking about Business
(35:27) Fred's hopes for the future of Shelbourne Motors
Fred’s go-to book that helped revolutionise his business:
https://bit.ly/4ilVMiZ
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