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Lookers Star City brand centre opens

Vauxhall’s largest brand centre has officially opened in Birmingham following a £4.5m investment by the Lookers group.

Lookers Star City, only the third Vauxhall brand centre in the country, boasts a showroom with space for 19 cars, a Vauxhall heritage display, a huge MasterFit service facility with 24 work bays, and more than 100 Network Q used cars.

The flagship facility is also one of the few Vauxhall dealerships in the UK able to sell and service the manufacturer’s new high performance VXR models. Star City is the result of Lookers’ acquisition of four separate Vauxhall dealerships in the Birmingham area in 2002.

Following the purchase, two Lookers showrooms, Rystar Aston and Castle Bromwich, were consolidated into the new brand centre, while the other two, at Selly Oak and Yardley, were refurbished.

Lookers finance director David Dyson says the business and Vauxhall have high expectations for the Star City dealership to achieve retail sales of more than 100 units a month. In addition, the aftersales area is capable of servicing up to 100 cars a day.

Kevin Wale, managing director of Vauxhall UK, says the manufacturer’s new brand identity is aimed at creating a more inviting, relaxing retail experience where potential purchasers can spend time finding out about the products on offer.

He adds: “We are absolutely convinced that if we provide the right environment then the customers will come.”

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