A flagship model of the Range Rover brand is showcased at the Auto Shanghai expo. [Photo/CFP]

The Shanghai Range Rover Customisation Centre, the first of its kind in Asia, opened at Lumina Shanghai in Xuhui district.

The centre aims to create exclusive cultural activities and lifestyles for the Range Rover brand, bringing a unique and enjoyable experience to customers.

"This is not just a place to sell vehicles but a space that can meet customers' social needs and attract them to explore their exclusive Range Rover journey," said Lennard Hoornik, chief commercial officer of Jaguar Land Rover.

He added that China is one of the most important markets for Jaguar Land Rover globally, and plays a key role in its ongoing brand reshaping strategy.

The Shanghai Range Rover Customisation Centre is located on the West Bund – a cultural, artistic, and business hub in Shanghai. It has a streamlined design, creating a flexible and futuristic space with a modern luxury style.

The store sells flagship models of the Range Rover brand, including Range Rover, Range Rover SV, and Range Rover Sport.

Source: the official WeChat account of Lumina Shanghai