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Harwoods Group opens new three-storey JLR Brighton dealership

Harwood Group's Jaguar Land Rover (JLR) dealership in Brighton

Harwoods Group has opened the doors to its newly-developed Jaguar Land Rover (JLR) premium car dealership in Brighton.

The AM100 car retail group’s JLR franchised operation completed its move from Lewes, into the new Dual Arch Concept facility on Crowhurst Road, Hollingbury.

Its doors were opened on schedule this week, almost four years after AM first reported on plans for the site.

The three-storey development features an 18-car showroom with dedicated new car handover bays and a drive-through aftersales facility with fully glazed service reception.

Harwoods head of business, Marc Sack, said: “Harwoods affinity with Land Rover has been 42 years in the making, and so we knew from the outset that we wanted to create a true pioneering destination for our customers.

“And it’s not just the Harwoods memorable experience, which is on a higher level, the coffee is too.

“Customers will be personally greeted on arrival, prior to being transported via escalator up to the barista bar, from where they can explore the award-winning possibilities from the Jaguar Land Rover range in the bright and airy upper floor showroom.

“This extends outside for viewing under the Brighton sunshine.”

HNW Architects orchestrated the redevelopment of the site formerly occupied by the Brighton Evening Argus newspaper.

The new dealership is BREEAM rated as excellent for sustainability and Harwoods said that a “nurturing approach” had been taken in respect of the site, its heritage and surrounding environment.

Sack said: “For example, we excavated some 13,000 tonnes of chalk so that the lower of the three floors, the circa 200-bay parking area, could be below ground to reduce the development footprint.

“The chalk was recycled offsite for construction and civil projects such as flood defences to help protect the environment.

“And to acknowledge and preserve the site’s heritage, we have commissioned a local artist to create public artwork which will feature the print presses and manufacturing elements of the past.

“Indeed, it was fitting to learn that machinery for Jaguar projects were once manufactured on the site, so in a way we are returning home; to a new home for Jaguar Land Rover in Brighton”.

Get your entry in for the 2021 AM Awards

Get your entries in this month for the 2021 AM Awards and give your team something to celebrate after the challenges of 2020.

We'll be giving out trophies for: Best Online Consumer Experience, Best Dealer Group, Best Used Car Dealer Group, Best Sales Team, Best Aftersales Team, Best In Customer Experience, Best Marketing Strategy, Best EV Dealership, Best Dealership, The Community Hero and General Manager/Dealer Principal Of The Year. 

Plus there's the Bright Spark Award for those clever ideas and innovations, big or small, that dealership staff have come up with and made an impact on the business's performance, and Apprenticeship Programme Of The Year will recognise automotive employers investing well in upskilling their staff.

Entry is through the AM Awards website here.

Accountancy and business services firm BDO's motor retail team will audit retailer entries.

Enter here by June 1

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