North West based, AM award winning, dealer Swansway Group, is set to add Jaguar to its premium brand portfolio.
Director David Smyth said: “Jaguar is a wonderfully iconic British brand and we’re proud to be part of the Jaguar Land Rover family. The group already enjoys success with the Land Rover brand and we’re sure that Jaguar will be just as successful.
“Jaguar has a very exciting new line-up, we’ve just attended the stunning XE launch and we’ve had the privilege of previewing the forthcoming SUV, which we believe is a very special vehicle.”
The prestige brand joins the 11 other marques already in the Swansway portfolio.
Paul Brittan, Jaguar Land Rover franchise manager, said: “Following on from the Swansway Group’s successful acquisition of the Land Rover dealership in Stafford, Jaguar Land Rover was impressed with the company’s ethos. So it was natural to offer Swansway the opportunity to acquire the Jaguar franchise in Crewe”.
Swansway is in negotiations for a site in Crewe, not too far away from their existing Audi, Volkswagen, Seat and head office sites. Construction is due to begin early in 2015 with the centre opening in 2016, creating 40 new jobs.
Swansway is set to turnover £420 million in 2014.