Family gear up to launch £4.5m site
NEW jobs are to be created after a family-owned car dealership group announced plans for a £4.5 million investment.
Crewe-based Swansway bought the Stafford Land Rover dealership in Astonfields Road earlier this year.
Now, it has revealed it will be investing £4.5 million to design and build a new Land Rover showroom at Prime Point 14, off junction 14 of the M6 in Stafford.
More than 20 new jobs will be created as a result.
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Swansway, run by the Smyth family, employs around 200 people in Crewe.
As well as its head office it runs Audi, Volkswagen and Seat dealerships in the town, and it also owns the Audi sites at Trentham Lakes and Stafford, plus nine other dealerships across the Midlands and North West.
Director Peter Smyth, who runs the business with dad Michael and brothers David and John, said: "Business has been very good for us, which has allowed us to acquire the Land Rover dealership in Stafford.
"It's a premium brand and we're used to dealing with those with Audi, so we felt we could do a good job."
David added: "When the opportunity arose to become brand partners with Land Rover and Range Rover, we didn't have to think twice."
The new showroom, which will occupy more than three acres, will give prospective buyers the chance to check out vehicles including the Freelander, Discovery, Defender and the new Range Rover, Range Rover Sport and Range Rover Evoque.
Peter said: "We're thrilled to be able to announce our plans for Prime Point 14. It's a superb location and the site will show off these beautiful vehicles to the best of their ability."
He added: "We've acquired the land at Prime Point 14 and we'll be operating from the current dealership until we're ready to open, I'd imagine some time in late 2014 or early 2015."
The Land Rover investment is the latest expansion at Swansway after the firm launched a new parts depot at Crewe.
And Peter said he and his family are keen to expand further.
He said: "We want the business to go from strength to strength.
"We're looking to open discussions with other brands such as Jaguar in 2013."
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