Formerly head of sales, Bradley will replace Ewan Ramsay and takes on his new role from 17 October.

Ramsay joined Honda UK as general manager of cars in 2005 and leaves to head up a car dealer group overseas.

“I relish the challenge, with my new team, of continuing the progress that Ewan has made,” said Bradley. “We will look to build on our recent sales success which has seen us achieve a record market share and volume for September and finish sixth in the UK market.” Bradley joined Honda in July 2006, having previously worked at BMV, Volkswagen, Volvo and Vauxhall.