Sytner Group has opened a Lamborghini dealership in its Leicestershire heartland.
It brings to seven the number of dealerships in the carmaker's UK network.
The showroom at Watermead Business Park, in Syston, has been opened by Sytner following years of talks with the Italian supercar giant.
It is Enderby-based Sytner's third Lamborghini showroom, along with existing locations in Birmingham and Edinburgh.
A seven-figure sum has been invested in the showroom and servicing area, which stand alongside Sytner's existing Bentley garage.
More than 300 guests attended the official opening event, which included a presentation of the new Lamborghini Huracán 610-4, which made its world premiere at the Geneva Motor Show this month.
Christian Mastro, head of Europe, Middle East and Africa for Automobili Lamborghini, presented the new Huracán to guests.
He said: "We are delighted to further expand our dealer network in the UK, where there is very significant appeal and demand for the pure, absolute, design and performance of the Lamborghini marque."
Richard Wynn Jones, divisional managing director for the Sytner, told the Leicester Mercury: "We are delighted Lamborghini Leicester will be the third dealership location within the Sytner Group to represent this exciting super sports car brand.
"We are committed to the Lamborghini marque, and both the V12 Lamborghini Aventador and the new V10 Lamborghini Huracán are extremely desirable, class-leading products. We look forward to an exciting future for Lamborghini in Leicester."
The UK is the third largest market for Lamborghini worldwide, after the USA and China.
Lamborghini Leicester began taking orders for new cars last autumn while work on the new showroom was under way.
Sytner managing director Gerard Nieuwenhuys said: "We represent Lamborghini and Bentley in Birmingham and Edinburgh – they are under common ownership and work well together."
> Our previous story on the showroom.