Jaguar’s new Knightsbridge flagship is to be operated by Lithia UK as the manufacturer introduces a retail concept combining vehicle commissioning with hospitality, art and cultural events.
Jaguar at Knightsbridge has opened at 81-93 Knightsbridge as the first permanent physical representation of Jaguar’s repositioning as a high-premium EV-only car brand, which starts with the Type 01 grand tourer.
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Rather than operating solely as a conventional car showroom, the venue has been designed as a gallery-inspired environment where prospective customers can explore the brand and arrange personalised vehicle commissioning consultations.
The flagship also incorporates Café Eighty-One, a hospitality concept open to customers, visitors and the local community.
Lithia expands JLR partnership
Jaguar said it selected Lithia UK as its retail partner for the new London operation because of the dealer group’s experience in premium automotive retail.
Lithia is an established JLR partner and already operates the Land Rover boutique in Mayfair.
Paul Westaway, managing director of Hatfields and Stratstone Luxury and Exotics at Lithia UK, said: “We are delighted to be the retail partner for Jaguar at Knightsbridge. Over the last 18 months, our partnership with JLR has continued to go from strength to strength, further expanding our representation of the brand across the UK.
“Earlier this year, we were proud to support Jaguar as it unveiled its new brand direction to customers through an immersive showroom experience at our Wolverhampton site. Today, the opening of Jaguar at Knightsbridge marks an exciting new chapter in our partnership, and we look forward to delivering our clients a unique, luxury experience befitting this unmistakeable British brand.”
New approach to Jaguar retail
Jaguar said the flagship would host artistic collaborations and cultural events alongside individual vehicle consultations.
Santino Pietrosanti, director of Jaguar UK, said: “Jaguar at Knightsbridge is our new London home and the first permanent expression of Jaguar’s transformation. It is a place where clients and visitors can experience our world through design, culture, craftsmanship and hospitality.
“We have created a distinctly modern luxury destination that goes beyond traditional automotive retail, while offering a highly personal introduction to new Jaguar. Supported by our dedicated UK retail network, Jaguar at Knightsbridge marks an important milestone as we prepare to welcome a new generation of Jaguar clients.”
The opening forms part of a broader overhaul of Jaguar’s UK retail network, with dealerships expected to provide personalised commissioning support and ownership services for customers buying the manufacturer’s forthcoming vehicles.
At relaunch, there will be 17 Jaguar dealerships operating in the UK, which may increase to a maximum of 20, Jaguar’s global boss Rawdon Glover told Automotive Management recently.
Existing owners will continue to receive nationwide servicing and repair support through Jaguar’s authorised repairer network. Jaguar Approved Used vehicles will also remain available through its pre-owned sales locations.
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