An entrepreneur is planning to scale the Cardiff-based automotive business he launched aged 18.
As founder and managing director of Birchwood Motors, a Cardiff-based used car dealership led by young people, Morgan Wilce, 20, has turned a teenage idea into a multi-million-pound enterprise and is setting his sights on national expansion.
In less than three years, the business has grown from a one-person operation into a seven-figure dealership, employing a team of six young motoring enthusiasts, and offering around 60 retail-ready cars from their Cardiff location at any one time.
At 14, Morgan sold his mountain bike for £1,500 and used the money to buy a used VW Polo he had seen in a newsagent’s window. After cleaning it up, he sold it for a £500 profit.
By 18, he had launched Birchwood Motors, which combines his passion for cars with a vision to give young people a platform and to modernise how people buy vehicles.
By 2024, Morgan had bootstrapped his way to a thriving business with a £6 million turnover.
“There are thousands of people looking for used cars, but the industry rarely speaks to them in a way that feels relevant,” said Morgan. “At Birchwood, our entire brand is built to be inclusive, approachable, and relatable. This extends from our team to our social media to how we sell.
“People say we’re not like other dealerships, and that’s the point. We’re a young team that’s honest and down-to-earth, and we give drivers the experience they want.
“I started young, and now I’m giving others that same chance. We’ve built a team of young people who are learning, growing, and proving that age doesn’t define ability. Talent just needs a platform, and Birchwood is that platform.”
Morgan is preparing to expand Birchwood Motors across South Wales and beyond in 2026.
“We’ve proven the model works,” Morgan said. “Now it’s about scaling it. That means more cars, more sites, and more opportunities for young people to lead. The next few years are all about growth and impact. We’ve built something from scratch that’s now thriving. And we’re only just getting started.”
