So, I think SAFE actually refers to the steering lock. No idea why the car wouldn't turn over, however, after taking the steering lock off, I managed to get it started.
Hopefully, I can get it started again when I need to go home later this afternoon and will gaffer tape the fob to the steering column.
It's safe to say i'll never buy another car from that dealership, which is a shame as I'd had a pretty good experience so far.
Other dealers close to Peterborough, give me a shout. I'll be looking to buy two brand new cars in a couple of years.