Darren Amitrano has joined Stafford Land Rover as the new used sales manager.

He will oversee a team of six sales executives and two trainees.

Amitrano, who has 15 years’ industry experience, said: “We have an amazing team selling a dynamic brand in a great location – it’s the opportunity of a lifetime and I feel privileged to be based at this modern, new dealership.”

Stafford Land Rover relocated to the £6 million showroom just off junction 14 of the M6 in January this year, making it one of the first Land Rover concept showrooms in the country.

Part of the family owned car dealer Swansway Group, the investment was the biggest ever by the company.

“The challenge now is growth. Our used sales volumes are up; we’re looking to consistently achieve 45 to 55 a month, and then start to knock at the door of 60. I know that by investing in our sales team, creating great contacts and building on our customer service we can do that.”

Amitrano’s has years of experience at a variety of businesses in and around Staffordshire and Manchester, including one man bands and independent specialists, single brand and multi brand dealerships, honed his selling skills.