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Luxury car dealer group Grange will open a new Aston Martin showroom in September, described as a landmark facility for the UK brand.

Located at The Green in Shirley, near Solihull, the centre 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, which has already been launched at new centres opened in New York and Tokyo.

The £10 million project by Grange, part of the Cambria Automobiles group, centres on a new building covering a footprint of 1,329 square metres and a total of 1,720 square metres split across two floors and a rooftop area.

Aston Martin customers are promised the very highest levels of personalisation and the latest technology will be on offer, allowing buyers to digitally configure their own personal car on a life-size LED screen.

The current Aston Martin Birmingham outlet will relocate from its current showroom on Kenilworth Road in Hampton in Arden to the bigger, state-of-the-art premises, and the project will create 30 jobs.

The opening of the new Birmingham showroom comes in the wake of major product updates from Aston Martin. The new Vantage launched this year alongside an uprated version of the DBX SUV, the 707, while the DB12 was launched in 2023. The next launch, later in 2024, is expected to be a new version of the flagship Vanquish.

Aston Martin Birmingham head of business Dean Spragg describes the opening of the new showroom as an “incredibly exciting project.”

“(It) 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,” Spragg said.

He added; “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.”

“This is a hugely significant development for the West Midlands economy, representing a vote of confidence in the region.”

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