From the PR for the new Land Rover Mayfair boutique showroom:

The Mayfair boutique is the manifestation of Jaguar Land Rover UK’s approach to client services for the luxury sector which sees a transition to a direct to customer agency model by 2024, a move that elevates customer experience both in showrooms and online.

UPDATE: Found more info:

https://www.auto-retail.co.uk/agenda/jaguar-land-rover-confirms-agency-move/

• Agency contracts have yet to be issued and the current franchised agreements remain in place
• The company told the network it would be cutting retailers’ margin on new cars by one point from the start of 2023 to cover the costs of moving to an agency agreement – a year ahead of the switch away from franchised agreements.
• Retailers who spoke to Auto Retail Agenda said the margin cut would be used by JLR to fund customer-facing staffing at the manufacturer rather than to cover the increased stocking cost the manufacturer would face when it switches to an agency sales model.

Original PR for new showroom:

NEW RANGE ROVER SV ‘LANSDOWNE EDITION’ UNVEILED AT RE-IMAGINED LUXURY MAYFAIR BOUTIQUE