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Queen’s Mayfair car dealer to become £10m town house development

R A Creamer & Son Jaguar, Kensington

The former Mayfair Jaguar Land Rover car dealership which supplied cars to the Queen and Prince Charles is set to be transformed into a £10 million luxury housing development.

Planning officials from the Royal Borough of Kensington & Chelsea gave the green light for the RA Creamer & Son showroom site on Drayson Mews to be transformed into three houses which would together provide nearly 7,000 square feet of living space.

Some objections to the plans were submitted, however, with complainants arguing that the building should have been offered for sale for commercial use in order to ensure that the Mews retained “its distinct working character in a post-Creamer era”.

The former franchised car dealership site, located close to Kensington Palace, has stood empty since it shut down and handed back its two Royal Warrants, after almost 90 years in business, in 2016.

AM reported at the time that the Royal Jaguar supplier had been forced to close its doors after failing to meet the strict new standards of JLR’s Arch Concept dealer standards.

Three years later AM would exclusively report that JLR had taken the decision to scale-back its Dual Arch dealer network upgrades in some smaller territories after pushback from some of its retailers over the level of investment required.

Speaking at the time, former dealer principal Michael Quinn, the grandson of Jaguar founder Sir William Lyons, said that the closure had come about “in no small part to the changes in our business that we have been forced to face which have challenged us in a way that we now feel that we cannot sustain the current business model, or rationalize the level of investment required”.

Speaking to The Telegraph, Quinn added: “The majority of dealers have been expected to invest considerably and upgrade their businesses to improve capacity, professionalism and appearance. This involves great financial investment and property expansion, and would have required us to move our location.

“Both these factors would have added genuine complications to our business and the decision was taken not to embark on an expansion which might risk our ability to care for our employees. And frankly, our customers told us they did not want it and liked the fact that we were unique, customer-focused, almost 'old-fashioned' firm.”

A report considered by council planning officers from Kensington & Chelsea Council said that the new housing development, developed in the former dealership facility, would provide “much-needed housing in the borough.

“The size and internal layout of the homes would comply with space standards and provide good-quality living conditions for future occupiers,” it said.

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