Jaguar Land Rover opening new Special Operations unit

Jaguar Land Rover apart from entering markets is busy putting their partnership to best use. Aiming to bring about an amalgamation of the best of both the companies, the two are planning to launch a new business division called Special Vehicle Operations.

This new business division will focus on the design and engineering of high-specification halo vehicles, bespoke cars and heritage products. This operation will produce special cars along the lines of the F-Type Project 7 first seen at Goodwood last year and the recently announced run of lightweight E-Type recreations. 

The company states in an official statement that this unit has been created to focus on meeting the increasing expectations of today's most discerning and enthusiastic car customers. To be based in West Midlands, close to its current headquarters in the UK, this will help support the delivery of the products. 

The project will headed by John Edwards and it aims to address the production of high specification vehicles that showcase the best of both brands, including high performance derivatives, ultra luxury products and limited run collector editions. Their products can also be bespoke commissions and customized according to owners’ choice. Apart from these two, heritage products including vehicle recreations, servicing and restorations, and the creation and provision of heritage vehicle parts will also be taken care of here. This Special Operations Technical Centre is also seeking to create a new portfolio of branded goods that will engage with a wide audience of current and potential customers.

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. This investment in exciting and desirable products will reinforce the global reputation of both Jaguar and Land Rover brands."

The statement further reveals how the company plans to go ahead with this. A team of 150 Jaguar Land Rover specialists will be based at the new Technical Centre. The centre will feature a customer commissioning suite for bespoke services and premium vehicle personalisation, Formula 1-inspired flexible workshops and a fully automated paint facility.

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