How out of adversity Baytree was driven to succeed

In the latest edition of Marketing Derby’s Innovate magazine, we meet the team behind luxury car business Baytree – and discover how it was borne out of extreme adversity.

Today, the firm, which has its showroom in Derby, is the go-to company for prestige and performance cars in the Midlands, from Ferraris to Lamborghinis.

But as Innovate discovers, it was a company borne out of adversity.

For 20 years, Chris and Biba McDermott, faced the savage intensity of knowing their beloved son Frazer had a brain tumour.

He passed away in 2011 but, instead of being defeated by their terrible loss, the McDermotts found inspiration from his life.

At the time, Baytree was operated by Chris from a single desk on Pride Park.

The firm then moved to its own base in Castle Donington before returning to Derby.

Chris told Innovate magazine: “When we moved to our current showroom in Derby, we were living hand to mouth, not knowing whether the company would go on but Frazer’s strength in adversity had taught me to be a different person.

“Nothing the business world could throw at me would be tougher than the endless rounds of operations, chemotherapy and radiotherapy which he was forced to face.

“I learned determination from my son and, although we ultimately lost him, I feel he has given me the ability to fight on to be a success.”

Today, the Baytree team consists of Chris, son Myles, along with Steve and Max Pinchbeck.

Chris said: “Baytree has an excellent brand and infrastructure and now, with increased investment and management experience, we hope to take the company to a new level – in fact, to become one of the most successful independent motor dealers in the UK.”

To read the full article in the latest Innovate magazine click here.