The site, which is located close to the firm’s plant in Solihull, was designed with a ‘luxury boutique hotel’ feel in mind, and is said to provide customers with the ‘bespoke personal experience expected’ by Range Rover buyers.
The high-tech building sits proudly at the entrance to the Land Rover plant, and customers are met by a personal concierge as soon as they arrive in the dedicated parking area.
They’ll then be taken to the ‘VIP lounge’, where they’re immersed in high quality fixtures and fittings, before being shown an introductory brand video in a ‘cinema-style theatre’.
Finally, customers will reach the ‘unveil room’ – featuring ‘dramatic’ light shows, and a 3D visualisation of their chosen specification projected directly onto their very car. They’ll then have the option of a factory tour and/or a drive of their new car across the Land Rover Experience off-road course.
‘My wife and I have really enjoyed our day here, the unveil was spectacular and it’s a very special place to be handed the keys and have an introduction to our new cars,’ said Denys Shortt OBE, the first to pick up a Range Rover from the facility.
‘It’s made the whole buying experience really personal and we are looking forward to touring the factory and driving an All-New Range Rover on the off-road course. We like supporting British manufacturing and Land Rover is such a great British brand.’
Jaguar Land Rover’s global brand experience director Mick Cameron said: ‘This facility has been designed to provide customers with the opportunity to come into direct contact with our brand. It offers an intimate setting while delivering bespoke and premium experiences using the latest technologies to offer the very highest levels of customer service.’
The facility isn’t complimentary, however: there’s a £1,200 charge for the experience. Similarly, not all Land Rover customers can take advantage of the centre – only the new Range Rover can be picked up from the centre at present.