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Farnell Land Rover Guiseley adds Jaguar after £4m upgrade

Vertu Motors' Farnell Guiseley team (from left): Stephen Whitaker, head of business; Mike Simms, general sales manager; and Ryan Flynn, service manager

Farnell Land Rover Guiseley is expanding its offering to incorporate the prestigious Jaguar brand following a £4 million refurbishment of its showroom facility.

The Vertu Motors-owned group’s Bradford Road site now features a 10-car showroom designed under JLR’s Arch Concept corporate identity to showcase new products, in addition to state-of-the-art servicing technology.

Officially unveiled last month, the new facility now features a Jaguar showroom for the first time.

Farnell JLR operations director, Jatinder Aujla, said: “This is an incredibly exciting time for the Farnell division, a name which has been inextricably linked with Land Rover in West Yorkshire since 1948 and is now becoming synonymous with the Jaguar Land Rover brand.

“The Jaguar Land Rover brands have seen considerable growth over the last few years and epitomise style and luxury and our retail sites reflect this. 

“We are looking towards future opportunities for further growth and the creation of career opportunities for talented people across many disciplines.

“Bringing Jaguar to Guiseley to sit alongside Land Rover is very rewarding and reflects our confidence in both the brand and the local area.”

In March JLR's UK managing diector told AM that the brands' Arch Concept dealer network CI makeover was only 60% complete, despite plans to have the scheme finished by the end of 2018.

The new site’s head of business, Steve Whitaker, said: “This is a fantastic endorsement of Farnell Guiseley and the new Jaguar cars look amazing in the redeveloped showroom.

“It will also enable us to showcase a range of electric vehicles from the plug-in Land Rover hybrid to the multiple award-winning Jaguar I-Pace electric vehicle (EV).

“I am certain that Jaguar customers will enjoy the fantastic facilities, and of course the exemplary customer service they expect from a premium retailer.”

The Farnell Group was founded in 1882 by Albert Farnell as a shop selling pushbikes.

He went on to stock the first motorised Rover pedal cycles and in 1904 built an ancestor of the first Rover car.

The Guiseley site was built in 1984 and the company’s head office relocated from Bradford.

Vertu Motors acquired the business in 2013. 

At the time Robert Forrester, Vertu’s chief executive, described the deal as the “most significant moment” since the company’s acquisition of Bristol Street Motors kick-started its growth.

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