A LONGSTANDING family-run garage in Cromer is set to close its doors permanently this month, marking the end of an era after more than a century of service to the community.
The East Coast Motor Company, a fixture in the coastal town since 1919, has succumbed to mounting financial pressures that have proven too difficult to manage.
Originally established on Church Street, the business later relocated to its present location on Beach Road.
Over the decades, it evolved from selling vehicles to focusing on maintenance and repairs.
The company, previously known as Cromer Motors, ceased car sales last year when revenues plummeted by half in the wake of the global pandemic.
It persisted as a service center for MOTs, repairs, and servicing until now, with the final closure scheduled for December 19.
Adam Rounce, the owner and managing director who is the great-grandson of the founder, expressed profound regret over the decision, describing it as one made with “deep sadness” and “not one I ever imagined having to make”.
In a Facebook post announcing the closure, Rounce said: “The difficult economic climate and the cumulative pressures of recent years, rising costs and overheads, have created challenges that are impossible for us to overcome.
“This has been an incredibly difficult decision and not one I ever imagined having to make.
“To date we are unsure of what will happen to the premises, but with the current economic climate I do not foresee it remaining as a viable commercial site.”
The enterprise began by offering brands such as Austin, Morris, BMC, MG, and Rover, fostering strong ties with local customers.
In 1967, George Rounce – Adam’s father – launched a Ford dealership at the Beach Road site.
Rounce said: “In 2021, Ford took the new car sales franchise away from all the smaller retail dealers across the country, but continued to sell used cars and as an authorised repairer for three years.
“After that we became totally independent.”
Despite the challenges, Mr Rounce reflected on the support received over the years.
“I am truly grateful to everyone who has supported us over the years. To our customers, suppliers, friends and the local community – thank you.
“Thank you for being part of our history.”
