The St Elli Shopping Centre, the trading hub of Llanelli, is moving into the fast lane.
The centre is to have an innovative mini car showroom featuring cars from Sinclair Volkswagen Swansea.
Its something of a novelty when it comes to what we offer as a shopping centre, said centre manager Andrew Stephens.
Its very different to our more customary shop operations, but Sinclair Volkswagen Swansea were keen on the unit and we think it brings something new and fresh to the shopping centre.
What is interesting is that there are companies out there willing and prepared to invest in Llanelli.
You get all this doom and gloom talk on occasions about Llanelli town centre as a shopping destination, but the High Street and the shopping experience is changing all the time.
Its good news for the St Elli Shopping Centre that Sinclair Volkswagen Swansea are coming to town and they are likely to be followed very quickly by another new tenant at our shopping centre.
Negotiations are nearly complete with a quality brand name on another unit in St Elli, so the new year is starting off with a bang with some good news for Llanelli as a shopping centre.
Mr Stephens said the Sinclair Volkswagen Swansea unit would take the place of the old Go Mobile shop.
He added: We have held motor shows and hosted several dealerships in the St Elli Shopping Centre and the exercise has always been a very successful one, attracting a lot of interest.
This is the first time for us to have a car dealership in an unit. Its very different. But we are looking forward to it being very successful.
Gareth Lloyd, General Sales Manager for Sinclair Volkswagen Swansea, said he was delighted to be bringing the car marquee to the heart of Llanelli.
We have exhibited our cars at special one-off displays in the St Elli Shopping Centre before and the feedback from the public and the interest in our vehicles has been very good.
We are very excited at the opening of the new shop unit at St Elli.
Were going to have a large flat screen television mounted at the rear of the shop, connected wirelessly to iPads so customers can call in and configure their own cars to their own taste.
We aim to be open within the first quarter of this year.
The two cars we will most likely feature first are the Polo and the up!
The up! won World car of the year in 2012 and has sold in huge volumes since its launch.
The Sinclair Volkswagen Swansea unit at St Elli is likely to be staffed 9am to 5pm, Monday to Saturday and will cater for retail and Motability customers.

St. Elli Shopping Centre is at the heart of Llanelli. Since its opening in 1997, it has become a defining landmark in the town. It offers an entirely enclosed shopping environment with nearly20 stores all under its distinctive glass pyramid ceiling.
Within the centre, you will find an exciting cocktail of shopping outlets in a sparkling and convenient mall, served with ample parking and excellent service from friendly store staff.
Book-ended by a Asda supermarket and a popular and traditional market-hall, St. Elli Shopping Centre offers a wide range of shopping outlets to choose from with children's entertainment a permanent fixture and centre aisle attractions providing regular features.