Jaguar Land Rover announces new bespoke car division

A new business division called Jaguar Land Rover Special Operations has been announced. It will focus on high performance and bespoke derivatives of existing Jaguar and Land Rover cars, as well as classic heritage models plus a new range of branded products.

This new division will replace the ‘Engineered to Order’ team which helped create models like the premium Range Rover Autobiography and the rapid Jaguar XFR-S.

Making up the new Jaguar Land Rover division will be four sub divisions, focusing on special performance cars, personalisation, heritage and branded goods. The biggest of these sub divisions will be that focusing on performance vehicles, called Special Vehicle Operations.

More Extreme Jaguar and Land Rovers

Numerous reports suggest that this new performance car sub division will eventually lead to the creation of more extreme versions of Jaguars and Land Rovers, including the F-TYPE and Range Rover Sport.

To support the delivery of such products, the Special Operations division will move into a new dedicated Technical Centre by 2015. This will be located in the West Midlands, close to the current Jaguar Land Rover headquarters, and a team of 150 dedicated specialists will be based at the Centre.

The Centre will feature flexible workshops, a fully automated paint facility and a customer commissioning suite. This will allow new Jaguar and Land Rover buyers to personalise the design of their car in many different ways.

Heritage Vehicle Workshop

In addition to this, a new heritage vehicle workshop will be created at Browns Lane in Coventry. This will serve as the production site for six recently announced lightweight E-Type recreations, and will also allow a newly formed heritage team to expand its servicing and restoration services. Jaguar’s new heritage business will open from 1st August 2014.

John Edwards, former brand director of Land Rover, will serve as the Managing Director of Jaguar Land Rover Special Operations. He commented: “As a business, we are completely focused on enhancing and personalising the relationship our most discerning and enthusiastic customers have with our brands.

“By creating a Special Operations division we can harness the very best talent and expertise Jaguar Land Rover has – to deliver exceptional products and services our customers will love for life.”

The Chief Executive for Jaguar Land Rover, Dr. Ralf Speth, said: “The creation of Jaguar Land Rover Special Operations demonstrates our continued commitment to placing customers at the heart of everything we do. This investment in exciting and desirable products will reinforce the global reputation of both Jaguar and Land Rover brands.”