? Dealer?

This sign is in Chetwynd Rd, NW5. It's a road I go along quite often but usually in the car or on my bike. I only noticed this sign the other day when I was walking.

I can't make it out apart from what I'm fairly sure is 'DEALER' at the end. I've put notes for the bits I've been able to decipher. It may also have been overpainted at some time?
Anyone else have any suggestions as to what it might say?