Jaguar Land Rover is creating a dedicated new business division that will create 'halo' vehicles demonstrating everything from ultimate luxury to extreme performance.
JLR Special Operations will be based in a new technical centre to be located somewhere in the West Midlands close to the firm's Coventry HQ and will employ a team of 150 specialists.
Its facilities will include a customer commissioning suite for bespoke services and vehicle personalisation, Formula 1-style flexible workshops and a fully automated paint facility.
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JLR Special Operations will be spearheaded by John Edwards and offer a range of products and services focused around high specification vehicles.
It will be responsible for high performance derivatives, ultra luxury products and limited run collector editions as well as bespoke commissions and an extended choice of colour and trim specifications and accessories.
The division will also concentrate on heritage business, including car recreations, servicing and restorations and the creation and provision of heritage vehicle parts.
In addition, it will produce a portfolio of branded goods aimed at engaging with a wide audience of current and potential customers.
A new heritage vehicle workshop is to be created at Browns Lane, in Coventry.
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It 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 open on August 1.
Jaguar Land Rover chief executive 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."
Mr Edwards, the new division's director, 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."
The new division's team of designers and engineers will be led by Paul Newsome, who was recently recruited from Williams Advanced Engineering.
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