Media Land Rover

Vertu Motors completes £2.4m Farnell JLR Bradford upgrade

Vertu Motors has welcomed a new senior leadership team at its Farnell Jaguar Land Rover (JLR) dealership following completion of a £2.4 million makeover of the facility.

John Steele joins the operation on Kings Road, Bradford, as head of business in an expansion of his existing role at Gordon Lamb JLR in Chesterfield, while Simon Davis has been appointed as brand manager, making the move from his post as sales manager at Farnell Land Rover Nelson.

Farnell’s upgraded Bradford facility features an 11-bay workshop, MOT bay, display space for 50 approved-used cars, additional customer parking spaces, a barista bar, a fully air-conditioned showroom and a dedicated handover area.

Additional electric vehicle (EV) charge points have also been installed at the retailer to accommodate JLR’s new generation of electric and plug-in hybrid (PHEV) models, with Range Rover Evoque PHEV now in showrooms and a plug-in version of the new Defender 4x4 also set for release later this year.

Steele, whose other JLR retail site at Nelson has also undergone a major corporate identity (CI) upgrade in recent months, said: “I am pleased that we can now showcase the new Farnell Land Rover Bradford retailer. “This was a significant investment for the group and has demonstrated confidence in Bradford and it’s economy. Farnell Land Rover Bradford is home to some superb luxury cars, and I know our customers will be thrilled with the equally prestigious site.”

Jatinder Singh Aujla, group operations director at Farnell Land Rover, said: “As Bradford is my hometown, I am very proud of the new retailer here.

“One of the additional benefits of the refurbishment is that it has created a more spacious environment to better support social distancing measures.

“The site is state-of-the-art, and embodies the luxury, unrivalled experience our customers will receive. I look forward to welcoming customers, new and old, to Farnell Land Rover Bradford.”

JLR's sprawling Dual Arch Concept retail facilities continue to be developed by car retail groups a year after AM's reports that the OEM had reduced its development demands at certain locations.

Last month AM reported that Sytner Group was poised to open the doors at its new five-storey flagship Guy Salmon Jaguar Land Rover (JLR) car dealership in South West London.

The AM100-topping car retail group’s new 17,000sq-m facility is one of only eight ‘Global Statement’ JLR retail sites worldwide and is said to be visible to around 72,000 drivers daily due to its close proximity to the M3.