Gareth Williams, the group’s managing director, says, “We took on Jaguar Shrewsbury in April last year, and we have been very pleased with the results there. We believe the Worcester site will complement our Shrewsbury dealership, and we are confident we can make a success of this latest acquisition.”
Hatfields is aiming to sell 200 new and 250 used Jaguars from the new Worcester site in 2007.
Trevor Wilcox, who formerly ran the Jaguar dealer HA Fox in Worcester, has been appointed as general manager of the new Hatfields outlet, with further recruitment due to be completed shortly. This will include a management accountant to administer and supervise the activities of the two Jaguar businesses in Worcester and Shrewsbury.
Williams says that Wilcox’s experience will give Hatfields an immediate understanding of the local market place and knowledge of the area’s existing Jaguar owners.
At the end of February a launch event will mark the opening of the new site. Hatfields is scheduling a campaign with the local radio station to heighten general awareness of the dealership. Potential PR opportunities are also being explored.