HIGHLANDS RANCH, Colo. (CBS4) – A local Land Rover company is changing it’s company expectations about luxury vehicles.

Anthony Brownlee is the general manager of Land Rover Denver who just opened a 42,000 square foot showroom.

The company has a new vision behind the high-end vehicles.

“We really want to change the definition of luxury,” said Brownlee.

The change really means Land Rovers are affordable from new ones to used ones.

“We want to make sure that we have an inventory that caters to an entire population of Colorado,” said Brownlee.

They want to do away with the perception that people have to be dressed a certain way to even walk into the dealership.

“Whether you’re in jeans, shorts, flip-flops, our job is to provide an excellent experience for you,” said Brownlee.

Land Rover Denver isn’t only doing different things in the automotive industry, they’re also doing some very different things in the community.

“It’s not about name recognition. It’s not about getting out there and trying to build our business because we’re donating to this particular organization or volunteering,” said Brownlee.

He does it this way because he says it’s important to give for the right reasons.

“It’s about finding a cause that’s close to you. That means something to you and finding a way to make a meaningful difference,” said Brownlee.


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