Land Rover Defender modification specialist Twister Automotive has opened a new showroom in Thirsk, Yorkshire.
The 8,500 square foot site is based in a converted cinema and will be used to host exclusive motoring themed functions, as well as housing around 25 vehicles.
Twisted’s existing HQ will be retained as a workshop facility only, with sales, marketing and reception staff all transferring to the new showroom.
Charles Fawcett, founder of Twisted, purchased the building in June 2020 and his team have spent the last seven months converting it into a modern showroom with a coffee bar, events space and cinema screen.
The move marks a subtle change in direction for Twisted in its 21st anniversary year. During 2020 brand licences for Twisted US, Middle East and EV were sold to a consortium of investors while a boutique showroom was opened close to the home of British motor racing, Silverstone.
The intention for 2021, said Fawcett, is to concentrate on re-engineering fewer vehicles, with an emphasis on creating only the very highest specification cars.
Fawcett said: “In the spring and summer of 2020, the coronavirus pandemic brought the world to a standstill and we had a rare opportunity to reflect on where we were as a business and where we were heading. It became obvious that we had deviated slightly from our original intention to make the Defender the very best it can be.
“We had grown so much over the past 18 months or so. However, I realised that bigger is not always better and we needed to go back to our roots and our original philosophy.
“I want to get back to making brilliant vehicles for brilliant people who will join us on our brilliant journey. Our showroom will be somewhere where people can call in, grab a coffee, share stories and see our vehicles up close – as well as maybe a boat or even a rally car.
“In 2021 we want to start building fewer vehicles so that the customer journey can be given the same attention as the vehicles themselves. We have managed to assemble the finest team on the factory floor and we can now display their Defender brilliance in fitting surroundings. It’s going to be an exciting year.”
As the business is unable host a launch event due to coronavirus restrictions, it has instead commissioned a series of films detailing the brand’s journey.