JLR overhauls dealership role

Shift to agency sales model and big showroom revamp reflect firm's upmarket bid

- FELIX PAGE

JLR will completely overhaul its retail network in line with its all-out J repositioning as a luxury manufacturer, introducing an agency sales model and transforming its showrooms to give a much "warmer" and "less formal" experience.

Briefing Autocar on how JLR's Reimagine strategy will affect its retail operations following a wide-reaching product preview led by CEO Adrian Mardell in April company bosses explained why "we have to change; we can't do what we've always done" in light of fierce competition from new premium-market contenders and upheaval in the car sales sphere.

Interim UK managing director Patrick McGillycuddy said: "If you look at our current model, we devolve responsibility for the client interaction entirely to our retail partners as a function of the franchise model.