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Regent opens new showroom and targets further growth with Volvo

Regent Automotive Group has plans to take its partnership with Volvo as far as seven sites in the next couple of years.

The group has opened a Volvo dealership in Bishop’s Stortford, its fifth with the Swedish brand and its first outside London.

However, managing director Tracey Perry told AM she wants to add one or two more edging onto London in the next couple of years.

“We want to grow our company around the territory that we currently occupy and Bishop’s Stortford helps us extend on that eastern edge of London. We will expand further. It’s our strategy to grow for the next year or two, by acquiring one or two more around London,” she said.

The latest addition, which is branded Volvo Cars Bishop’s Stortford, includes a seven-car showroom, a six-bay workshop and 25 used car forecourt and is at Stortford Hall Industrial Estate. It has created 24 jobs across its sales, service, parts, administration and management functions.

Volvo hasn’t been represented in the Hertfordshire town for more than a decade, so Regent Automotive must build the business from scratch. However, its online and local media marketing has generated a warm response and the dealership has bought a database of local Volvo owners.

Perry expects it to sell 350 new and used cars in its first full year.

Perry said: “We’ve been hard at work over the summer to bring this dealership to life and are looking forward to becoming part of the
local community.”
Regent Automotive currently operates four dealerships in London, under the Volvo Cars London name (Colindale, Chiswick and two in Central London). It also has a location in Hatfield, which is the base for its international and corporate sales businesses.

Regent Automotive was formed in January 2009 following Perry’s management buyout of HR Owen’s four Volvo dealerships.


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