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TVR builds London flagship

TVR is investing in a new flagship dealership in London, but the Blackpool-based sports car manufacturer, bought by Russian Nikolay Smolensky in July 2004, insists manufacturer-owned sites will not replace its dealer network.

It may consider ‘boutique’ dealers in some open points.

The new showroom, located on the Hogarth Roundabout on the A4 in West London, will open at the beginning of May. It will stock 15 to 20 new TVRs along with used models. Servicing and repairs will be carried out off-site.

“We need to have a flagship site to show people what the new TVR is all about under our new ownership,” says Ben Samuelson, managing director of TVR Cars.

“The new owner has given us the remit and resources to take TVR to the next level. This brand new build will serve the whole of West and Central London but will also act as an advertisement for our profile.”

The manufacturer currently has 18 dealers across the UK but there are open points in South Wales, the M4 corridor, East Anglia and the South Coast. It recently appointed new franchise holders in the Channel Islands and Worcestershire.

“About 25 dealers would be a happy level, but our most important consideration is to have happy, healthy and profitable dealers. We have a fantastic dealer network and we hope this new flagship site will be good news for them,” says Samuelson. “TVR can provide dealers with an extra revenue stream, but it is also good eye candy and gives them something a bit special. We are proud there is no franchise as exciting or fun to have as TVR, but it still has to be profitable.”

The company has also launched a three-year/36,000-mile warranty, replacing its previous 12- month scheme and applicable to new TVRs registered after March 1, 2005.

“We are putting our money where our mouth is,” says Samuelson. “Our cars have the quality and durability and they have always had that X-factor. This warranty will give people the confidence to buy a TVR.”

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