How Select Car Leasing grew from two people to Broker of the Year

Mark Tongue is CEO and co-founder of Select Car Leasing, the car leasing broker he started in Reading in 2004 with James O’Malley and has led as sole CEO since January 2025.

At the end of February 2026 the firm’s live fleet passed 100,000 cars and vans, a total the company says no other UK lease broker has reached, and in April it was named Broker of the Year at the Broker News Awards 2026. Select now employs around 250 people at its Reading head office and offices across the UK.

He tells Business Matters why being told at a young age that you do not get anything for nothing gave him an insatiable work ethic, how setbacks fuelled his ambitions and how Select is harnessing AI to improve efficiency without sidelining staff.

What do you currently do at Select Car Leasing?

As CEO, I am involved in virtually every aspect of Select’s operations, working in tandem with an exceptionally strong and fully aligned leadership team.

I work particularly closely with the Marketing division, shaping our above-the-line and below-the-line strategies. Building a strong brand identity, communicating what we stand for and finding effective ways to attract new customers are all major priorities.

I am also heavily involved with Digital Experience, where we are constantly refining the customer journey, and with Sales, Pricing and Admin Support, making sure we convert website visitors into enquiries and ultimately into lease agreements. Just as importantly, we are focused on building lasting relationships that encourage customers to return, improving the user experience at every point of contact.

We are the UK’s most trusted leasing broker for a reason, and I want personal oversight of any review of three stars or below.

Our work with the Tech team is particularly exciting right now. We are harnessing automation and AI to streamline processes, increase capacity and support further growth, without looking to reduce headcount.

Of course, none of this happens without talented, committed people across the business. We are determined to stand apart from other leasing companies, not simply by offering competitive deals but by delivering a level of service that exceeds expectations.

I am hands-on. I believe the attention to detail and personal involvement needed to establish a successful business are just as important when scaling it. Select means a great deal to me, and I am as driven today as I was at the beginning to make it the best it can be.

What was the inspiration behind your business?

I have always had an entrepreneurial streak. Even when I was employed by other people, I was looking for opportunities.

I was working as a personal trainer before moving into the motor trade at a main Ford dealership. It was a completely different direction, but I thought it would give my family financial stability.

My manager drilled into me the importance of attention to detail, and I am still a perfectionist. I do not settle for second best.

I became a successful salesperson and eventually moved into corporate sales, dealing with small brokers and mainly supplying courtesy cars to bodyshops. I did not really understand what a broker was at first, but I soon spotted an opportunity to establish Select Contracts, as the business was originally known.

There were setbacks. The market changed, rates increased on small courtesy cars, and we were generating barely half a lead for every 30 calls.

We realised the bigger opportunity was not courtesy cars but personal leasing: a cost-effective, convenient way for customers to get behind the wheel of a new car from the comfort of their own home, without the residual value risk and with the peace of mind that comes with driving a new car.

We grew gradually, guided by an ethos of “repeat business and recommendation”. Every customer relationship mattered. We wanted to deliver an experience that encouraged people not only to return but to recommend us to others.

What does passing 100,000 vehicles mean for Select?

More than 100,000 vehicles on the roads right now have been placed there by Select Car Leasing. The milestone cements Select’s position as the UK’s biggest leasing broker by sales volume.

Select Car Leasing began in 2004 with two people, a fax machine and a telephone. Real value is about customer service, the life of the contract and the reliability of the company you are dealing with.

Who do you admire?

I admire different people for different reasons.

My dad worked hard and would turn his hand to anything. Both my parents instilled in me the belief that you do not get anything for nothing.

Success takes hard work, and that has always been my mantra.

Looking back, is there anything you would have done differently?

With Select, no, I do not think so. You have to be bold and take risks in business, and inevitably some things will not work out. Those experiences teach you how to tackle future challenges.

When it comes to scaling up and investing in the business, you must keep looking ahead and never be afraid of taking calculated risks.

What defines your way of doing business?

Attention to detail and competitive ambition.

I am a voracious note-taker, filling notebook after notebook, and my mind is always active. If something unrelated comes up during a meeting, I will jot it down and return to it later. I exercise regularly, and the gym is often where ideas come to me.

In the early days, fear of failure was also a huge motivator. My business partner and I were contactable 24/7 because we knew how important it was to nurture connections.

I often look at other businesses, assess their work ethic and question whether they will succeed.

What advice would you give to someone starting out?

Be fully invested in your business. There is no point doing something half-heartedly. Have a clear picture of where you want to go, even if you are initially focused on small gains.

strong work ethic is essential. Success does not come easily, so be prepared to put in the hours and never settle for second best. If the carpet needs cleaning, I will get on my hands and knees. I am not above any task at Select.

Belief and positivity matter, too. You will encounter negativity, but you need to see beyond it.

Finally, surround yourself with people who share your standards and vision. Your team is buying into your dream and where you can take the business.

I am still hugely grateful whenever someone chooses to build a career with Select, and I will never take that lightly.