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Farnell JLR dealer’s car design flair leads to luxury sales success

Farnell Jaguar Land Rover (JLR) operations director, Jatinder Aujla

Farnell’s Leeds Jaguar Land Rover dealership is achieving success as an SV Specialist Centre after its operations director exploited his design background to deliver bespoke luxury vehicles to its customers.

The Vertu Motors-owned JLR franchise, located on the city’s Gemini Business Park, was recently appointed “SV Specialist Centre” status, enabling customers to receive specialist advice and support whilst choosing from the myriad of configurations that are available, and imaginative operations director Jatinder Aujla has proved to be at the heart of its success.

JLR’s SV concept allows customers to specify their own vehicle from a vast array of styling and trim options and Farnell Leeds has delivered more than 100 units in the last year to customers from across the country – the bespoke vehicles retail for as much as £250,000.

Aujla, who graduated with a degree in automotive engineering design but moved from design to retail early in his career, has been able to spec many vehicles himself, giving the dealership’s customers a head start.

Asked what the key to creating a show-stopping SV design was, he said: “It’s about being brave with colour and using my design background to build the specification of the car, from wheels, body kit through to the interior.

“Some of the designs are quite conservative and others are very wild. Most are bespoke colours, but I enjoy using the colour palettes of sports and super cars to make a real statement. 

“One of my favourites is the Miami Blue Range Rover Autography - a nod to Porsche.

“We have discerning customers coming from all over Yorkshire, and in fact from across the country, to buy a bespoke vehicle and with sales of more than 100 a year we are one of the top-performing retailers in the country.”

Farnell’s dedicated SV sales specialists Simon Lewis and Stephen Pearson, together with master technician Andrew Wacaba, have undergone extensive training and will regularly visit the SVO technical centre. 

They will have the privilege of testing new products and updating their knowledge of the ever-changing vehicle range.

Rik Shield, head of business at Farnell Jaguar Land Rover Leeds, described the dealerships appointment as an SV Specialist Centre as “a real accolade”, adding that it “demonstrates that people in Yorkshire know and love their cars”.

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