Charles Hurst invests £7.5m in new luxury Jaguar Land Rover base for Northern Ireland

Northern Ireland’s largest automotive retailer confirmed it was investing more than £7.5 million to create a brand new, luxury Jaguar Land Rover Retail Unit in Belfast.

Charles Hurst said investment in the stunning new retail unit will create multiple new jobs at its new location at the former Diageo headquarters on Boucher Road, Belfast, and that a new recruitment drive was imminent.

The new showroom, which features metallic cladding on the exterior, alongside frameless glazing, will also house the new ‘Arch Concept’ currently being rolled out by Jaguar Land Rover around the world. The new futuristic space will display more cars, be filled with high-end materials and include enhanced lounge-style waiting areas, an interactive ‘kids zone’, free wi-fi and a coffee bar.

Dedicated handover bays are also being created at the split-level showroom, which also benefit from more customer parking, while a new ‘paint and trim’ area will provide customers with a dedicated space to browse the options which suit their style. A new high-tech drive-in service centre is also being incorporated into the stunning new site.

Charles Hurst Group Operations Director, Colin McNab, said:

"The new showroom at Boucher Road, Belfast will provide our customers with a first-rate premium sales and aftercare experience, which not only fully reflects the groundbreaking design, passion and inspiration of Jaguar Land Rover, but which will also push boundaries and challenge perceptions".

Jaguar Land Rover recently unveiled a new corporate identity, putting customers at the centre of the retail experience and this new Belfast showroom will be built around this identity with the most eye-catching, stylish architecture.

All showrooms throughout Jaguar Land Rover's global network are being developed with a modern, striking, design. The main concept is the two large 'arches' which are painted in colours unique to Jaguar Land Rover - Sunshine Grey and Champagne Silver. The arches are placed over the range of Jaguar Land Rover's range of vehicles in the beautifully designed glazed area.

The UK’s largest automotive manufacturer is already pioneering a new way of buying cars across its global network, using Virtual Reality (VR) so that customers won’t need to wait for newly-launched vehicles to arrive in their local showroom.

Jeremy Hicks, UK Managing Director of Jaguar Land Rover, said:

The new-look showroom at Charles Hurst Belfast represents a first for Northern Ireland and is a key part of our £1bn nationwide retailer initiative announced last year.

“What Charles Hurst has in store for early 2018 is exciting – luxurious, customer-centric, stylish and full of all the very latest models from our range. We can't wait for our customers to experience this truly remarkable new Jaguar Land Rover site."

Turkington Holdings Limited, based in Portadown, was awarded the contract to build the new showroom earlier this year.