“This is a landmark move for us and will allow us to consolidate our position in this region,” said David Vickers, operations director at Knights.
“Customer satisfaction is at the top of our agenda and we are aiming for our new dealership to rise above expectations in terms of the customer experience.”
Knights, which has a second BMW and Mini dealership in Stafford, and turns over around £75m annually, claims that its combined facilities will make it the largest BMW franchise operation in the Midlands and north-west. The new seven-acre site features a BMW showroom housing 16 new cars and up to 70 used cars. The Mini brand has its own purpose-built eight-car showroom. In addition, the forecourt can display 120 approved used BMWs and 40 used Minis, and Vickers is hoping for a 50% increase in used car sales.
As well as 120 customer parking spaces, there are two car washes.
“We are equipping ourselves to be a one-stop-shop with impressive facilities, the right staff mix to provide tailored services such as flexible finance packages and also the space to display the increasing range of BMW and Mini models,” said Vickers.