The British have always been good at special operations. Many years ago they created the Special Air Service (SAS) upon which all the other Special Forces units in the world are based. Now following the footsteps of SAS founder David Sterling, British car makers are launching their own Special Operations units to help them win the economic war.
After Rolls-Royce Bespoke and McLaren MSO, Jaguar Land Rover (JLR) announced the launch of a Special Operations Division within the company in order to meet the increasing demand for customized and personalized vehicles.
Jaguar Land Rover Special Operations Division will be responsible for making high performance derivatives, ultra luxury products and limited run collector editions; fulfilling the orders for bespoke and one-off models; and preserving the brand’s heritage by offering vehicle recreations, servicing and restorations. The SOD will also create a wide range of branded merchandise for Jaguar and Land Rover. It’s a lucrative business and having a dedicated department working on it makes absolute sense.
Jaguar Land Rover Special Operations Division team consists of 150 elite specialists based at the new Technical Centre.
John Edwards, Managing Director of Jaguar Land Rover Special Operations said: “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.”