The automotive retailer has completed what is claimed to be its largest-ever investment in its history, opening a £41m showroom on a 14-acre plot at TraffordCity.
Built by contractor Caddick, the showroom includes the largest BMW centre in the North West, with more than 70 vehicles over three floors. There is also a 10-car showroom for Mini and an 18-car dual-branded area for Jaguar and Land Rover.
Around 240 staff have now relocated to the site, having moved from centres on Upper Brook Street and Birchall Way.
Williams BMW Motorcycles is unaffected and will remain at its location on Chester Road, while Williams Select, the company’s used car business, will move from Upper Brook Street to the former Williams Mini site, also on Chester Road.
Guy Adams, managing director of Williams Group, said: “After 110 years of supplying prestige cars to our valued customers throughout the North West of England and further afield, we are thrilled to bring our family values and customer focus to TraffordCity, the biggest undertaking in our history as a business.
“Our world-class facilities provide an outstanding environment, from where colleagues can continue to deliver the difference that is Williams with market-leading levels of customer service and attention.”