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FRF Volvo completes Swansea dealership after COVID setbacks

FRF Volvo Swansea's new VRE car dealership

FRF Volvo has welcomed customers into its newly refurbished premium car dealership two years after starting the £1.75 million project ahead of the COVID-19 pandemic.

The upgraded facility, on Valley Way, Swansea is the latest car retail location to adopt the brand’s Volvo Retail Experience (VRE) corporate identity, following on from recent network developments with Waylands Automotive (Bristol), Paul Rigby (Birmingham) and Lipscomb Cars (Canterbury).

Volvo Retail Experience (VRE) showroom lounge areaIn addition to the new look, the Swansea-based retailer has expanded with a larger showroom featuring a signature lounge area.

It has also adopted Volvo Personal Service, which sees the same technician liaising with the customer from the point of booking, right through to explaining the services – which they themselves have carried out.

FRF Volvo dealer principal, John Radcliffe, said: “We are delighted to announce the refurbishment of our site, not least because this impressive development reflects our commitment to improving customer experiences and efficiency.

“After the record-breaking successes of our new Volvo models over the last year, we felt this was the perfect time to invest in an impressive new showroom that puts electrification at the forefront of our approach, with eight and an ultra-modern interior, the future of motoring has certainly arrived at FRF Volvo.”

Volvo electric vehicle (EV) at a charge pointIn-line with Volvo’s commitment to become a fully electric car maker by 2030, the new showroom features eight EV charging points with 1,200kWh fast charging and FRF has also pledged that no refreshments will be served using single-use plastics – in fact, these have been removed from the showroom completely.

Radcliffe said: “We look forward to welcoming prospective and current customers down for a cup of coffee and a mince pie, to discuss their purchasing and servicing needs and the future of electrification.”

Year-to-date to the end of October, Volvo Car UK - the AM Awards 2021's Manufacturer of the Year - has delivered an 8.4% rise in registrations, in a market down by 2.76%.

The brand has registered a total of 37,849 vehicles across the 10-month period, compared to 41,027 in 2020.

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