Motor Trader The award-winning and longest running UK magazine for car retailing professionals. Your first stop for News, Jobs and Reports for the motor industry.
Grange, part of the Cambria Automobiles group, has revealed its £10 million project which will see Aston Martin Birmingham relocate from its current showroom on Kenilworth Road in Hampton in Arden to The Green in Shirley, near Solihull, in September.
Building on flagship openings in New York City and Tokyo, it will be one of the first Aston Martin dealerships in the UK to embrace the firm’s new corporate identity and ultra-luxury customer experience strategy.
Dean Spragg, head of business at Aston Martin Birmingham, said: “This is an incredibly exciting project which will provide an enhanced, tailored experience for our Aston Martin customers and become a key gateway into one the most prestigious collections of luxury car showrooms outside of the capital.
“This state-of-the-art showroom will have the distinction of being the closest dealership in the world to Aston Martin’s headquarters and sports car manufacturing facility at Gaydon.
“We are delighted that Aston Martin Birmingham will be the very first in the UK to embrace the brand’s new corporate identity, with Aston Martin design ethos at the heart of the building, from the elements of art gallery and boutique which characterise the interior, to the striking glazed facades which allow unobstructed views into the showroom from outside.”
The new building will cover 1,329 square metres and a total of 1,720 square metres split across two floors and a rooftop area. The showroom will offer personalisation and the opportunity for clients to utilise the latest technology to digitally configure their own Aston Martin on a lifesize LED screen.
Oliver Turner, regional president of Aston Martin in the UK and South Africa, said: “We are delighted at the plans for Aston Martin Birmingham, which fully align to our vision of providing the most sophisticated, luxury customer experience in the automotive sector.
“The significant investment by Grange represents the huge growth potential for Aston Martin in the region, as we continue a thrilling phase of new model introductions in the coming months.
“We look forward to working with our partners Grange to create something unique on our doorstep in Birmingham.”