From Service to Business: The Veteran Story Behind Forces Cars Direct

Learn about Forces Cars Direct as we explore the brand’s history, the challenges it has faced and the core values that have made it one of the UK’s favourite Armed Forces brands today.

Forces Cars Direct logo, their exclusive military discounts on new cars.

Where Did Forces Cars Direct Come From?

Every business has a beginning and ours starts with one man, a big idea, and a passion for helping those who serve.

Let us introduce you to Steve Thornton, the founder of Forces Cars Direct. His journey began in 1990 when he joined the British Army. After completing training, he was posted to Germany with 4 Regiment, 669 Squadron ACC. During his time in the Army, Steve served across mainland Europe and Canada, including an operational tour during the Gulf War (Op Granby) from 1990 to 1991.

It wasn’t all work and no play, though. Steve made the most of the opportunities the Army gave him including paragliding, gliding, skiing, white-water rafting, and even playing for the regimental football team. He describes his time in the military as incredible and something he’ll always be proud of.

But, as with many things in life, that chapter came to an end. In 1994, Steve left the Army and stayed in Germany, facing a few personal challenges, including a divorce and financial difficulties. To keep things going, he began working in car sales.

It was there that the lightbulb moment happened. Drawing from his own experiences, Steve saw just how easy it was for members of the Armed Forces to be overcharged when buying a new car. He realised there had to be a better way, one that offered proper support and genuine discounts for service personnel.

In 2001, Steve returned to the UK and founded Forces Cars Direct. His goal was simple: to create a trustworthy service that puts the needs of military personnel first.

Of course, launching a business wasn’t without its challenges. Steve had never run one before, but he was determined to succeed. He leaned on the resilience and discipline the Army had taught him and never looked back.

Today, Forces Cars Direct stands as a proud reminder of what’s possible with a clear vision, hard work, and a genuine desire to give back to the military community.

How Does It Work?

If you’re new to Forces Cars Direct, here’s the lowdown: we specialise in brand-new car discounts for both serving and former military personnel.

By working directly with manufacturers, we’re able to offer exclusive deals on some of the UK’s favourite car brands including Audi, BMW, CUPRA, Ford, Lexus, Toyota, Volkswagen and many more.

We also partner with trusted dealerships across the UK who share our commitment to supporting the Armed Forces. Together, we’re able to provide a stronger, more rewarding programme. If you serve, you save, whether you’re stationed overseas with access to tax-free sales and MOD, or you’re based here in the UK, serving or retired.

With almost 40,000 satisfied customers and over £170 million saved on brand-new vehicles, it’s clear that Forces Cars Direct continues to be a trusted choice for members of the military community.

And it didn’t stop there. After the success of Forces Cars Direct, Steve went on to create Motor Source Group a sister brand that extends the same great benefits to Emergency Services, Teachers, and other Public Sector workers.

Whether you're currently serving or have since retired, we believe your service should always be recognised and rewarded. That’s why we’re committed to helping you drive away in the car you want, with the savings you deserve.

Like what you’ve heard? Visit our website to learn more: https://www.forcescarsdirect.com/