Jaguar Land Rover open for bespoke business

The company is creating a special unit of crack engineers, designers and automotive specialists who will be dedicated to building special commissions, bringing classics back to life and creating the classics of the future.

Aston Martin has its Q Division, BMW has its individual service, Ferrari has Classiche and now Jaguar Land Rover is joining the bespoke designs and restoration party with the launch of its Special Operations division.

John Edwards, Managing Director of Jaguar Land Rover Special Operations said: "As a business, we are completely focused on enhancing and personalizing 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 new division will be focused on creating truly bespoke commissions and on performing perfect nuts-and-bolts restoration work on customers' classics to elevate them to concourse condition, a very shrewd and timely move as 1950s and 1960s era Jaguars in particular have been climbing significantly in value over recent years.

However the focus doesn't stop there. Special Operations will also be responsible for creating halo cars -- vehicles that push the boundaries in terms of speed and performance or the definition of comfort -- and, as an extension, building limited-run collectors' editions of cars across both brands.

Jaguar Land Rover Chief Executive, Dr. Ralf Speth, commented: "The creation of Jaguar Land Rover Special Operations demonstrates our continued commitment to placing customers at the heart of everything we do."

The new division will be home to a team of over 150 specialists and will be housed in a specially built technical center which will include a customer commission suite for helping clients bring their bespoke ideas to life.