First choice car imports Ltd

Reference number: 921937

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Authorised by the FCA

This firm is on the FCA register and authorised to carry out regulated activities.

Website, phone number and address

Compare these against whatever you were given. Scammers clone real firm names and reference numbers but use their own phone number and website, so a detail that does not match the register is the clearest warning sign there is.

In the full report: 3 background checks

  • When firstchoicecarimports.com first appeared online, and whether it can receive email
  • What kind of line 01702 887387 is
  • Who else gives the postcode SS5 4LH
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Other names (7)

If you were contacted under any of these names, it is this firm.

  • Cube HQ Trading name
  • Custom cube cars Trading name
  • Daniel strubel Trading name
  • firstchoicecarimports.com Trading name
  • midnightselection,com Trading name
  • www.straightouttajapan.co.uk Trading name
  • Firstchoicecarimport.com Former trading name

FCA permissions and consumer protection

  • Lend or arrange credit No FSCS cover
    Consumer credit is not covered by the FSCS, so there is no compensation scheme if the firm fails.
  • Complaints Ombudsman, free
    You can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
Show FCA detail (3 permissions)
  • Credit Broking
  • Debt Adjusting
  • Debt-counselling

FCA disciplinary action and complaints

No FCA disciplinary action.

The Financial Ombudsman Service only publishes complaint figures for firms with 30 or more new complaints in six months, so there are none here for this firm.

Companies House record

The company behind the firm: its status, age, registered office and directors.

Company number
09853912
Company status
Active
Company type
Private limited company
Incorporated
3 November 2015 (10 years old)
Registered office
Unit 15b Magees Nurseries, Windsor Gardens, Hockley, SS5 4LH, England
Nature of business
  • Sale of used cars and light motor vehicles (SIC 45112)

Directors and company secretaries

Name Role Born Appointed Other companies
Daniel Laurance Jason Strubel Director Mar 1973 3 Nov 2015 8 other companies

Other companies run by its director

A firm is run by people, and their other companies are their track record: what they built, what closed, and anything that failed. It is the check most people never think to make.

other companies
8
closed down
5
still active
3

In the full report: all 8 companies, named

  • What each company does, and whether it is still trading
  • Which of its director sits on each board, and since when
  • Any that went into liquidation or administration
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Filed accounts and finances

Year to 30 November 2025Micro-entity accountsNot audited

Net assets

£404k

+5.4% from £383k

Employees (average)

1

Up 1 from 0

Owed within a year

£796k

+15% from £689k

Assets and liabilities

In the full report: all 6 years of accounts

  • Every year from 2020 to 2025
  • The chart, over every year
  • Every filed figure, year by year
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About these figures
Turnover
Money taken from sales in the year, before any costs.
Profit before tax
What was left after the year’s costs, before corporation tax. A minus figure is a loss.
Net assets, or total equity
Everything the company owns minus everything it owes. A minus figure means it owes more than it owns.
Total assets and total liabilities
Everything the company owns, and everything it owes, on the last day of the year. The gap between them is its net assets.
Cash at bank
Money in the company’s accounts on the last day of the year.
Owed within a year, owed after a year
Debts and bills due in the next twelve months, and those due later.

There is no turnover or profit: small companies do not have to publish them.

Accounts filed at Companies House for company 09853912. Every figure is as filed, apart from total assets and total liabilities, which are added up from filed figures. Nothing is estimated.

Key dates in its history

First choice car imports’s history from the FCA register and Companies House, newest first.

Key events (4) All events (16)

2020

23 March 2020

  • Regulated by the FCA from this date
  • Became authorised by the FCA

FCA register

2016

2 November 2016

  • Daniel Strubel became a part-owner (25–50% of shares)

Companies House

2015

3 November 2015

  • Incorporated at Companies House

Companies House

In the full report: all 16 events

  • All 16 events in its history (4 shown here)
  • Every director appointment and resignation: 1
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Firms like First choice car imports

Other firms of the same type (car dealer), nearest first.

In the Southend-on-Sea (SS) postcode area

Ford Motor Company LimitedLaindonAuthorisedAK Car & Van Sales Trading as Rawreth Tyres LtdWickfordAuthorisedAlpha Motorcycles LimitedLeigh-on-SeaAuthorisedAspire Automotive LimitedRayleighAuthorisedAylott Autos LimitedLeigh-on-SeaAuthorisedBelle Vue Motors (Southend) LimitedSouthend-On-SeaAuthorised

Firms are listed by type and location, best known first. Being listed is not a recommendation: check any firm before you deal with it.

Get the full report on First choice car imports

Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.

  • 8 other companies its directors have run, named
  • 3 background checks on its contact details
  • 6 years of accounts, charted
  • All 16 events in its history

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Frequently asked questions about this firm

Is First choice car imports Ltd FCA authorised?
Yes, First choice car imports Ltd (FRN 921937) is authorised by the FCA to carry out regulated activities. It has held its current authorisation since March 2020 and works as a car dealer. The FCA has placed no limits on its permissions.
What is First choice car imports’ phone number and website?
The FCA register lists the phone number 01702 887387 and the website firstchoicecarimports.com for First choice car imports. If you were given different contact details, use these to check with the firm before going any further.
Is First choice car imports a scam or clone?
First choice car imports is a genuine FCA-listed firm, and the FCA has published no warnings about fake versions of it. Scammers do copy real firms, though, so check that any contact details you were given match the ones on the register.
Is my money safe with First choice car imports?
Its FCA permissions do not allow it to hold or control client money. Protection depends on which product you hold and how First choice car imports handles your money, so check the specific product before you commit. You can also refer complaints about First choice car imports to the Financial Ombudsman Service, free of charge.
Who owns First choice car imports?
Companies House lists one person with significant control of First choice car imports: Mr Daniel Strubel (25–50% of shares).
Who runs First choice car imports?
Companies House lists one director of First choice car imports: Daniel Laurance Jason Strubel.
How long has First choice car imports been in business?
The company was formed on 3 November 2015, and has held its current FCA authorisation since March 2020.
What do First choice car imports’ latest accounts show?
Its latest accounts, to 30 November 2025, show net assets of £404k (+5.4% from £383k).
Does First choice car imports use any other names?
It trades as Cube HQ, Custom cube cars, Daniel strubel, firstchoicecarimports.com and midnightselection,com, and 1 more names. It has previously used the name Firstchoicecarimport.com.

Sources and links

The full report on First choice car imports Ltd

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