JAGUAR Land Rover retailers are spending £2m-£15m in new premium sites, representing a total investment of more than £1bn.
Not only is there a new corporate look, but the 200 retailers will be on larger sites with the addition of 1000 new service bays by 2018. There will also be longer opening hours, too.
Hand in hand with the workshop expansion is an apprenticeship scheme and training programme that will see 1000 technical apprentices join the Jaguar Land Rover retail network by 2018.
Key points in the JLR retailer programme
- All Jaguar Land Rover retailers – more than 200 nationwide – are investing between £2m and £15m each in new premium sites with a globally consistent design – a total investment of more than £1bn
- This will be the quickest implementation of a new corporate identity, and the most significant expansion of capacity that any brand in the UK has ever undertaken, says JLR
- Nearly 90% of the new Jaguar Land Rover sites will be dual-brand by 2020, up from 34% today
Sarah Nelmes, Jaguar Land Rover UK network development manager, said:
“The Jaguar Land Rover retail network will be world-class in terms of its design and facilities, and we’re also ensuring we have the best possible staff working at our sites.
“Jaguar Land Rover UK and our retail partners invest more than £10m each year in the training of technicians and apprentices across the business to make sure each interaction our customers have at one of our retailers exceeds our customers’ expectations.”
Jaguar Land Rover said its new retail strategy would help will help support growth in the business over the next decade.
Jeremy Hicks, Jaguar Land Rover UK managing director, said:
“Jaguar Land Rover has invested massively in its vehicles and production facilities in recent years, and now to accommodate the shift in quality of those vehicles, and the numbers of them being built, we’re transforming the Jaguar Land Rover retailer network.
“By 2020, 86% of our retailer sites will be dual-brand Jaguar Land Rover sites, compared to 34% today, and they’ll all be consistent in look and feel, with a premium design and high-quality materials. We want them to be a destination for our customers, offering a service befitting the quality product our consumers have bought into.”
Changes to Jaguar Land Rover retailer staff
- Each year Jaguar Land Rover invests around £5m in technical apprenticeships and training – the retail network invests roughly the same amount
- Jaguar Land Rover is encouraging its retailers to take on at least one apprentice per year, totaling around 200, adding up to nearly 1,000 by 2020
- The recently-launched sales and aftersales apprenticeship scheme will have more than 100 sign-ups by the end of the year
- Jaguar Land Rover is also encouraging its retailers to change the way its staff are paid, shifting from high-commission salaries to high-basic salaries
Changes to the the Jaguar Land Rover customer journey
- A customer now visits a dealership on average just 1.5 times before purchasing a car – ten years ago consumers made an average of ten visits
- By configuring cars online and capturing data from consumers at various steps of the buying process, Jaguar Land Rover knows what its customers want better than ever
- A current Land Rover Freelander driver, for example, may have configured a Range Rover Evoque online – when their car is in for servicing, the local retailer can provide an Evoque as a courtesy car, as close to their desired specification as possible