Town and Country Planning

New Jaguar Land Rover showroom in Cheltenham

19 March 2018 | Ridge News

On behalf of Pendragon PLC, HPP has obtained planning permission for the construction of a new Jaguar Land Rover (JLR) showroom and associated facilities in the Gloucester and Cheltenham Green Belt.

Stratstone currently operate the existing Land Rover facility at Ashville Business Park, Staverton, along with a separate Jaguar facility at Manor Park, Rutherford Way, Cheltenham. The approved facility is required to comply with JLR’s new ‘Dual Arch’ showroom concept, which consolidates both brands in the same building.

As the site falls within the Green Belt, the proposed development constituted ‘inappropriate development’ in Green Belt terms. HPP highlighted the fact that the principle of an enlarged showroom development had already been established through an extant permission which indicated that the LPA was satisfied that the proposed retention of Spectrum Medical within the area along with the showroom represented ‘very special circumstances’ to allow the loss of Green Belt land. Given the extant permission for the showroom and associated development to the southern part of the proposed site, HPP were able to demonstrate that there would be no sustainable grounds to resist the proposed scheme, which was of a considerably higher design quality than that previously approved.

The approved scheme will create a prominent motor retail destination, with a new high quality building that will meet global brand standards mandated by JLR. These standards aim to establish a consistent and coherent approach to location, internal and external layouts, environmental design and vehicle presentation to strengthen brand image and enhance its position in the automotive industry, whilst improving operational efficiency and customer experience.

The external facade materials will be a combination of clear frameless showroom feature glazing and high quality metallic rain screen to the display with horizontal profile composite cladding panels to the workshop facades and ancillary building. Illuminated brand signage will be mounted at high level on the main building to highlight brand presence from a distance. The roof will be proprietary composite roof panels, concealed behind parapets.

The approved scheme includes soft landscaping works which will include the retention of existing trees along the Cheltenham and Commerce Road frontages, with new planting (low level shrubs) along the boundary with the new access road leading off Commerce Road.

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