A Roaring New Partnership Between Premier Motors Peugeot and Wildheart Animal Sanctuary
A Roaring New Partnership Between Premier Motors Peugeot and Wildheart Animal Sanctuary
As Wildheart Animal Sanctuary celebrates 50 years of caring for animals on the Isle of Wight, Premier Motors is marking a milestone of its own with the opening of its new Peugeot franchise in Newport – and the two organisations are coming together to launch a new long-term partnership.
Premier Motors, part of Greenhous Group Ltd, will donate £25 directly to Wildheart Animal Sanctuary for every qualifying new Peugeot sold, creating an ongoing fundraising initiative to support the Island charity and its animals.
The partnership brings together two significant moments for the organisations. Wildheart Animal Sanctuary, formerly known as the Isle of Wight Zoo, marks its 50th anniversary in 2026, having evolved over five decades into a charity focused on animal rescue, rehabilitation and compassion. Meanwhile, Premier Motors has welcomed Peugeot to its Riverway dealership, with a dedicated new showroom joining its established Ford and MG franchises.
With Peugeot’s iconic lion emblem now in place at the Newport showroom, there is also a fitting connection at the heart of the partnership. Funds raised through the initiative will support Wildheart Animal Sanctuary’s rescued animals, including its African lions, helping to fund their ongoing care and the Sanctuary’s wider work.
Customers purchasing a qualifying new Peugeot will also be invited to match Premier Motors’ £25 contribution with a voluntary donation. Those who do so will be entered into a prize draw to win a lion experience at Wildheart Animal Sanctuary.
The partnership will extend to the Premier Motors team too, with employees offered free entry to the Sanctuary, giving colleagues the opportunity to experience its work first-hand.
Neil Gordon, Dealer Principal at Premier Motors, said: “There couldn’t be a better time to begin this partnership. As Wildheart celebrates an incredible 50 years of caring for animals, we are starting an exciting new chapter of our own with the arrival of Peugeot at Premier Motors.
“Wildheart is an important part of the Isle of Wight community and does fantastic work caring for its animals. With the lion being such an iconic part of the Peugeot identity, there is a natural connection between the two organisations, but more importantly this gives us a practical way to support the Sanctuary over the long term.
“By linking our fundraising to vehicle sales, we hope to create an ongoing source of support for Wildheart, while giving our customers and colleagues the opportunity to get involved along the way.”
Premier Motors’ dedicated Peugeot showroom at Riverway brings the manufacturer’s range of passenger cars and electric vehicles to customers across the Island, alongside the dealership’s established Ford and MG franchises.
Wildheart Animal Sanctuary has evolved significantly since first opening as the Isle of Wight Zoo five decades ago. Today, its focus is on rescue, rehabilitation and providing lifelong care for animals that have experienced exploitation or unsuitable conditions, alongside its wider work in animal welfare, conservation and education.
Lawrence Bates, Wildheart Animal Sanctuary’s CEO, said: “We are so excited to be teaming up with Premier Motors in what is a milestone year for us both.
“All money raised from this charity partnership will go towards the £2m it costs every year to look after the rescued animals who call our Sanctuary home.
“We are hugely grateful to the team at Premier Motors for making us their charity partner and we look forward to working together in the years to come.”
The fundraising initiative will continue on an ongoing basis, with Premier Motors contributing £25 to Wildheart Animal Sanctuary for every qualifying new Peugeot sold. Following its initial launch with Peugeot, Premier Motors plans to introduce the same initiative across its Ford and MG franchises.
Neil added: “We want this to become more than a one-off fundraising campaign. Our aim is to build a lasting relationship with Wildheart, involve our team and customers, and find more ways of supporting the Sanctuary as the partnership develops.”
Click here to find out more about Wildheart Animal Sanctuary on the Isle of Wight