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Volvo Cars East London relaunch complete

Volvo Cars East London (VCEL) in Chigwell has undergone a £250,000 refurbishment and process overhaul culminating in the renaming of the business and the launch of a new website.

The investment brings the dealership up to Volvo’s corporate standards after the business, which until January 2010 had represented Saab for 25 years, took on the franchise covering East London and Essex.

The dealership was formerly named North City.

Dealer principal Karen Smith, said: “We have now completed our extensive refurbishment programme and we needed a business name to reflect both the marque and the area we are serving. North City has long been associated with Saab in the area but once we had put everything in place to meet Volvo’s corporate standards, it was the ideal time for us to rebrand and relaunch.

“Our name marks a new era for the business as we strive to become the name synonymous with the brand and service in the area.”

The business at High Road, Chigwell, has seen the creation of a new service reception area and the expansion of the showroom from five cars to seven as well as investment in new IT systems.
The refurbishment coincides with the launch of VCEL’s new website,, which allows customers to book their service online and features a used car part exchange valuation and ecommerce section where Volvo accessories can be purchased online.

The rebranding of the business also coincided with apprentice Ross Evans, who joined the business in September last year, winning Volvo Cars UK’s First Year Apprentice of the Year Award. The dealership was also just missed out on the top prize for Volvo’s Best Improved Dealer of the Year Award coming in second place.

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