About Us



ince its beginnings in the early 1930’s Nicholson Autos has witnessed tremendous change in the motor industry. When the business originally opened in Morrinsville it was owned by the Paine family, with strong emphasis on providing quality GM vehicles at affordable prices. Today the business is still family owned, though now by the Nicholson family. It has undergone dramatic expansion. Graham Nicholson originally worked for the Paine family business, starting off as a car groomer and working his way up to become the sales manager and part owner, before buying the business in 1980.

An active member of the local community, Graham was involved in the motor industry for 46 years. He served on dealer councils for GM and Toyota, and was a long serving board member of the Motor Trade Association. Graham continued working in the business right up to his death in October 2004.

His sons, Dean and Ross, worked with their father and have been involved in the business for over 30 years, continuing with Graham’s philosophy of family and community.

Dean and Ross are both Director/Shareholders in the company, with Dean being the CEO and Ross the Operations Manager. Their mother, Shirley, is also a Director and Shareholder.

Nicholson Autos specialize in new Holden and Suzuki sales, a wide range of used vehicles and well equipped parts and service departments.

The Morrinsville site also incorporates a Caltex service station and a Subway restaurant.

In 2005 Nicholsons expanded its operation to Matamata. The Matamata branch is also able to offer vehicle sales, professional vehicle servicing and grooming facilities.

In 2013 Nicholson Autos expanded again, purchasing the Whakatane Holden dealership and introducing Suzuki to the site.

In 2016 Nicholsons took on a brand new franchise in Whakatane, welcoming Mazda NZ to the family.

Then January 2018, Nicholson Autos grew into another region with again a new franchise. This time opening a brand new Nissan dealership in Rotorua.

While the capability of vehicles has undergone immense change since the business first opened. One thing that remains and will continue into the future, is the complete commitment to our customers.

popup (1)


Dean Nicholson

Dean Nicholson

CEO/Dealer Principal

Dean is a well known and liked local Waikato personality. A laugh is never far away and you can always bet that Dean will keep putting a focus on giving back to the local community. The Nicholson family history and values are what drives Nicholson’s to be a name customers can trust.

    Ross Nicholson

    Ross Nicholson

    Director of Operations

    Just like Dean, Ross is always keen to take a crack at getting his staff to smile.  Ross takes care of all operations and keeps the wheels on the Nicholson’s vehicle going in the right direction.

      Back to top