Sytner is investing seven-figures into a Lamborghini showroom in Leicestershire.
The showroom and servicing area is to be built alongside an existing Bentley garage in Syston and Sytner plans to have it open for business in early 2014.
Work is already underway on a bodyshop and valeting area prior to work commencing on the 10 car showroom.
Managing director Gerard Nieuwenhuys said they confirmed the supercar contract last week.
He told the Leicester Mercury: "We've been talking to Lamborghini for a couple of years about the opportunity and we've got approval with Bentley to put it in there.
"We've also agreed with Raynsway, our landlords in Syston, for a new valeting centre.
"We've already got Lamborghini and Bentley in Birmingham – they are under common ownership and work well together."
The Bentley dealership at Watermead Business Park, Syston, has 24 staff which will increase thanks to the new concession.
It will be the UK's seventh Lamborghini dealership.
Sytner property director Nigel Mills said work on the new showroom would start next month, and would sit alongside the 30-car Bentley display area.
He said: "We will be opening for orders before finishing the building work at the end of the year."
Syston Bentley dealer principal Sean Cook will manage the new showroom.
Sytner, the UK's second biggest car dealer group by turnover after Pendragon, announced record pre-tax record profits in 2012 of £55 million on sales which exceeded £3 billion for the first time.
It has about 140 UK dealerships and 5,400 staff, selling prestige marques such as Audi, BMW, Bentley, Porsche and Mercedes.
Nieuwenhuys said the general market for luxury cars looked positive for the months ahead.
He said: "Our county Porsche and Bentley dealerships have been doing pretty well. It's probably been a slightly tougher period for Bentley but we are seeing strong recovery this year.
"Porsche has had some new models which have been critically acclaimed by the press and the Leicester dealership has really established itself as one of the strongest dealerships in the country."