WORCESTER car dealer Robert Stern BMW is hoping to increase its annual turnover by more than £11m after opening a new state-of-the-art showroom.

Philip Beeson, managing director of the firm, projects its turnover will go up to £45m by the end of 2005 - a 25 per cent boost.

The new site, in Knightsbridge Park, Wainwright Road, Warndon, opened on Friday.

And according to Mr Beeson, it not only provides more space, but is a major step forward for customer service.

It includes a well-equipped business lounge with refreshments, modem and fax facilities and a service reception with TV and newspapers, and also incorporates a servicing centre.

"Choice, quality of service and a 'customer-first' philosophy now lies at the very heart of our business," said Mr Beeson.

"Not only do we have more scope to display the latest BMW models, but we have also greatly increased the range of approved used cars available to local drivers.

"And the quality of our after-sales services has been improved with dedicated systems and service counters, a larger number of service bays and increased customer parking."

Formerly based in Evesham, Robert Stern's investment will see the dealership treble in size.

"We've listened to our customers and we know how important it is for a quality product to be matched with first class customer support," added Mr Beeson.

"I'm sure our new showroom and service centre will be well received by our existing and new customers for many years to come."

Christopher Harvey, head of policy and representation at the Chamber of Commerce Herefordshire and Worcestershire, hailed the new showroom as an indication of the attractiveness of the area for business and investment.

"The company's decision shows that they see the excellent location that Worcester offers for investment," he said.

"Equally, I believe they are fully justified in believing that they are situated in an area where individuals and businesses will welcome the high quality vehicles they are supplying.

"It shows that despite the economic problems that are affecting some sectors, the underlying strength of the economy of Worcestershire and Herefordshire will support forward-thinking companies such as Robert Stern."