AM100 group reduces JLR representation, signs up with BYD

Family owned AM100 dealer group Harwoods has reviewed its car dealership portfolio and will close its Land Rover dealership in Pulborough, Sussex, after almost 60 years of trading.

The Land Rover dealership, which is the longest established in the group, will close on November 10. Staff have been informed and Harwoods hopes to offer new roles to the majority of the 42 employees.

Harwoods' neighbouring Bentley dealership will also end its new car sales franchise at the end of this year, but will continue with approved used cars and aftersales.

Harwoods will also cease new car sales at its Chichester Jaguar dealership, which will revert to a Harwoods Assured used car dealership with authorised repairer franchises for Jaguar and Land Rover vehicles. An Aston Martin franchise at the site will continue.

Land Rover Edenbridge will cease new car sales but continue as a Land Rover approved used car outlet and workshop, while its JLR sites at Basingstoke, Brighton and Crawley become Land Rover dealerships with authorised repair and approved used representation for Jaguar.

Despite its contraction with JLR, Harwoods is expanding with a new brand, BYD. It is opening showrooms at Crawley and Couldson - also previously a Land Rover dealership - for the Chinese brand and is excited to offer its range of pure electric cars and hybrids. 

Chief executive Archie Harwood said: “We are excited to welcome BYD into the Harwoods family. This partnership is a significant milestone as we all continue our journey towards a more sustainable future.

"We are confident that our customers will be impressed not only by the innovative vehicles on offer but by the exceptional service provided at Harwoods BYD.”

He said the changes at Pulborough and Chichester have been prompted by wider changes in the industry and JLR's decision to reconfigure its retail network and business models.

Jaguar is ceasing new car sales entirely early next year in preparation for a brand rebirth as a lower volume luxury electric vehicle specialist, with a significantly reduced number of dealers.

Land Rover dealerships are also being reduced, with focus on reinforcing the Defender, Range Rover and Discovery product lines as brands in themselves.

Harwood added: “Harwoods has always been proud of our long-standing presence in Pulborough and Chichester and our contributions to the local communities.

"As our manufacturer partners implement changes to streamline its dealer structure these closures reflect the necessity of adapting to the evolving market and retail. These decisions were not taken lightly, but they are essential for the future success of the business.”