The group wants to expand the site to include an Aston Martin showroom.
Villagers strongly opposed the plans to expand floor space by an additional 3,229 square feet which would make way for the new franchise and workshop.
The planning application for the build was rejected by the New Forest National Park Authority (NPA) following concerns about the size and impact of the proposed expansion.
A spokesman for Harwoods said: “We know it’s a conservation area and we never expected an easy ride. But we’re confident we can work with residents and the local council to come to a solution.”
The rejection is up for appeal in October.
NPA members were worried about increased helicopter flights to the site by the high-flying customers Bentley and Aston Martin attract. Other complaints referred to light pollution and the new workshop plans being too “in your face”.