Luxury automotive retail experience unveiled at TRAFFORDCITY

Luxury automotive retailer, Williams, unveils its flagship retail centre in a premium location adjacent to the intu Trafford Centre this week as it celebrates 110 years as a leading family owned business.

The launch of the pioneering automotive retail experience coincides with the year in which Williams Group celebrates its 110thanniversary as a family-owned business, having first opened in Manchester in 1909 and evolving into one of the North West’s leading providers of prestige automotive brands.

Margaret Orton Williams, Chairman of Williams Group and grand-daughter of founder John Henry Williams, says: “We are thrilled to bring our values around family and customer focus all into one place. Our new world class facilities at TraffordCity provide the perfect environment for our colleagues to continue to develop the high levels of service that makes the Williams difference.”

A step change in automotive retailing

The stunning development offers a step change in automotive retailing for BMW, MINI, Jaguar and Land Rover. The exceptional attention to detail is evidenced in superior quality fixtures and fittings throughout with a hand-crafted lighting selection, stylish seating choices, luxurious interiors with relaxing, spacious lounge areas and café bars serving refreshments.

Personal shopping bays, where customers collecting their cars for the first time will experience a new lighting reveal in their own VIP area, and personal concierge service with dedicated lanes to drop off cars  for a service and seamlessly collect a courtesy car are examples of the customer-centred focus and attention to detail embedded in the Williams approach.   The business has created  72 workshop bays to ensure vehicles are serviced quickly and efficiently.  

Many other finishing touches and service enhancements are featured at the new 14-acre site to ensure the Williams difference covers all aspects of the customer experience. Jaguar and Land Rover are featured together under one roof for the first time for Williams at TraffordCity and have been awarded SV (Special Vehicle) enhanced status – a specialism which means its passionate and highly trained team offer personalisation on selected Jaguar and Land Rover models which can be tailored to the customer’s exacting requirements. 

The largest BMW centre in the North West

Featuring the largest BMW centre in the North West, the Williams Trafford City retail centre offers first class service from BMW Geniuses, a highly trained team familiar with every detail, from stitch to sensor, on each BMW model provide purchasers with all the information required to select their own interiors, finishes and technology solutions as they select their dream car.

Located on Barton Dock Road the Williams flagship retail centre is within minutes of the M60, allowing customers easy access to the site and the unrivalled retail and leisure offering from the likes of John Lewis and Selfridges at the neighbouring intu Trafford Centre and a wide variety of family entertainment venues including LEGOLAND Discovery Centre, SEA LIFE Manchester and a golf driving range.

And from 2020, connectivity will be further improved with the opening of a Metrolink tram stop at TraffordCity, directly opposite the Williams centre.

To raise awareness of the opening of the flagship site, two BMW i3s ‘dressed’ as Manchester worker bees are touring the city and attending key events over the forthcoming weeks.