JAGUAR Land Rover (JLR) Australia has announced the winners of its 2020/21 Retailer of the Year awards with Purnell Jaguar Land Rover in Blakehurst (NSW) taking home top honours for a record fourth consecutive year.

Like most brands, JLR’s awards criteria measures each outlet’s sales performance, customer satisfaction, retailer presentation and staff training; aspects the premium brand says are “core disciplines that ensure the winners stand out from their peers”.

Not only did Purnell JLR win the overall gong, it was also named Metropolitan Retailer of the Year with six of the 28 individual awards being awarded to various members of its staff.

In a Facebook post, the dealership said it strove “to deliver an outstanding experience to each” of its guests and that the staff were “proud to be recognised as the best of the best in Australia”.

Lennock JLR in Phillip (ACT) was named as the Provincial Retailer of the Year – for the second year running – while Blacklocks JLR in Lavington (NSW) took out the Regional Retailer of the Year prize.

According to JLR Australia managing director Mark Cameron, it was important that the successes of the past 12 months were celebrated, especially given the challenging market conditions.

“All of our retailers continuously put in their best effort but the Jaguar Land Rover retailers we are recognising have consistently achieved excellence in the key areas of the business,” he said.

“It is a pleasure to reward these retail partners for their continuing hard work and dedication to achieving outstanding customer satisfaction.”

“Along with the entire team at Jaguar Land Rover Australia I want to extend my sincere congratulations to the winning retailers and their individual staff members for their success in our 2020/21 Retailer of the Year awards.

“Many of the final standings were incredibly close and came down to fine margins.”

As for the runners up, Shepparton JLR (Shepparton, Vic), Port Macquarie JLR (Port Macquarie, NSW), Buckby JLR (Launceston, Tas) and Parramatta JLR (Parramatta, NSW) were all “highly commended” in the Regional, Provincial and Metropolitan categories respectively.

The brand sold 7665 new vehicles new vehicles last year and have shifted 2690 units combined so far this year ending April.

By Callum Hunter