I belive they have been around a while.. but relatively new to FIAT.. we drove past their showrooms regularly a couple of years ago
As we are only in Abertillery.
They were one of the few dealers I shopped around who didn't get confused/stressed by me adding the "Leather seats" option (although they did mention that I could have a car much quicker without this option). Also no pressure to buy add-ons that I didn't want, although I took the service plan which was great value.
Overall they gave me the best price and it also met my monthly payment limit (for PCP). Other dealers couldn't get anywhere near (at least, once they found out that the car was a special order, because of those seats).
Delivery was reasonable.. just 4 weeks after the car was built (although it took Fiat 4 months to build it.. ) and the whole process was quick, low maintenance and painless.
No experience of their after-sales or servicing yet, as no problems/servicing needed to date.