Privately run car dealer Benfield has continued its £20 million programme of capital investment with the opening of a new-look £1m Volkswagen showroom at Silverlink, Newcastle upon Tyne.

The opening of the car showroom, in-line with Volkswagens new retail concept and customers service standards, follows a sustained period of growth by Benfield and Volkswagen cars sales across its four North East dealerships.

The £1m investment by Benfield includes a new 12 car showroom, improved customer services facilities, new car configurator using iPads and Apple TV and new waiting area.

Mark Squires, chief executive of Benfield Motor Group, said: “We have seen a significant growth in Volkswagen car sales and popularity of the brand in recent years.

“The new showroom and its advanced customer service facilities, which will allow us to keep pace with the growth of this prestige brand and products and help us provide the highest levels of customers service going forward and long into the future.”

Volkswagen brand director Alex Smith, said “We are delighted that a family business like Benfield has shown further commitment to our brand in the North East region with this significant investment.

“I wish to praise all the fantastic efforts of everyone involved in the delivery of the new showroom and facilities which will help provide further opportunities for future growth and success of the Volkswagen brand in the region.”

Benfield’s £20million-plus three-year capital investment programme, to provide customers with new improved customer service and retail facilities at its network of dealerships, has already seen the completion of a new £6.7m Audi dealership in Newcastle, £5.7m Ford dealership in Sunderland and later this year the completion of a new £5.7m Audi dealership in Sunderland.

Benfield now has a total of 30 dealerships across the North East of England, Yorkshire, Cumbria and South West Scotland.  It employs over 1500 staff and represents a total of 12 different franchises.

Image: Former Olympic gold medallist and TV presenter Jonathan Edwards (centre), celebrity and Michelin star chef Kenny Atkinson and a Marilyn Monroe impersonator.