Alcraft Motor Company is a new British bespoke automaker, focusing initially on Range Rover, Land Rover, Jaguar and Aston Martin products. What it means is they take, say, a Range Rover, and add their own design touches and features to it, thus turning the car into a super exclusive bespoke machine.   

Here’s a preview of what they have in mind for their first ever project, a Range Rover design study. Alcraft is in close contact with London’s Royal College of Art, and uses its student projects as inspiration for their work. This very Range Rover was in fact a student project at RCA developed further by Alcraft design consultant Matthew Humphries, who was chief designer at Morgan Cars until this year and is now also on the RCA teaching staff.

They haven’t released many any details about the car, but from what we can see it appears to be a sort of best of British design study. The car features a large and imposing grille and neatly designed bumpers tha wrap the car around when combined with matching side skirts. The headlights appear to be taken from a Rolls-Royce while the wheels are inspired by them. The taillights and the tailgate are both brand-new. No word on any interior modifications for now.

“We’re extremely pleased with how the Range Rover study has turned out,” says Humphries. “We’ve made it more elegant by simplifying the lines and have given it the timelessness associated with the best British design. We’ve also differentiated it more from the other Range Rover models and I think we’ve achieved a more limousine-like presence while ensuring a degree of classic British understatement.”

Alcraft Motor Company is also working on projects based on Range Rover Sport and Evoque models, Land Rover Discovery and Jaguar XF Sportbrake.