Alliance Automotive Group donates Automechanika prize money to Ben

Alliance Automotive Group (AAG) has donated its £500 prize from Automechanika Birmingham’s 2025 stand awards to Ben, the automotive industry charity that supports people working in the sector with their health and wellbeing.

AAG secured third place in the Best Customer Engagement and Most Registrations in the 2025 Automechanika Birmingham awards, which recognised the company’s outstanding efforts to engage customers and drive registrations to its Apec and NAPA stands at the show.

As proud supporters of Ben, AAG has chosen to donate the full amount to the charity, showcasing its support to the wider automotive community.

Alex Phillips, Events Manager at Alliance Automotive Group, said: “We are truly honoured to be recognised for our efforts in customer engagement and registrations at Automechanika Birmingham 2025. I want to extend my thanks to the AAG team members who helped make the event so successful, both in the build-up and during the show.

“Most importantly, at a time when the automotive community faces ever evolving challenges, it is vital that we come together to support one another. That’s why we are pleased to donate our prize money to Ben – supporting this charity means helping the very people who keep our industry moving.”

Ben provides vital support for people working in the automotive industry, helping with mental health, physical health, wellbeing and financial resilience. In a year where many in the sector face increased pressures and rising costs, donations like AAG’s help ensure Ben can continue delivering essential services.

Joanne Knowles, Event Director at Messe Frankfurt UK, organisers of Automechanika Birmingham, commented: “It’s fantastic to see AAG using their prize money to make such a positive impact. Ben plays a critical role in supporting our industry’s workforce, and AAG’s gesture demonstrates the strong sense of community and responsibility that underpins the aftermarket.”