The dealer was not pushy, but persuaded me to buy a Ford through honest description and responses to my queries. I had no intention of moving from a BMW to a Ford when I went to the dealer (I was persuaded to visit by my partner) but my opinion was quickly changed. I really appreciated the local nature and the ethos of the dealership. It felt like a 'family' atmosphere. I felt reassured that any problems would be dealt with sensitively.