JLR Special Vehicle Operations visit
PH pays a visit to Jaguar Land Rover's spangly new SVO headquarters as it squares up to AMG, M, Quattro and the rest
For those who weren't listening at the back a quick overview of what SVO is. Basically 'brand values, amplified' to paraphrase John Edwards' well-practiced introduction. On one hand that means performance variants of Jaguar and Land Rover products, like the Sport SVR and F-Type SVR we drove recently. It also means increased luxury, currently embodied by the £160K Range Rover SVAutobiography, with the option of custom builds and further personalisation as budget and taste permits. On the horizon we can also expect a new range of SVX models - extreme off-road derivatives of Land Rover product along the lines of Mercedes G500 Squared and, apparently, to offer something between Dakar rally machines and a Camel Trophy Landie. We await the first manifestation of this with interest!
Although Jaguar Land Rover Classic is an entity in its own right heritage activity also comes under the SVO umbrella, be that parts and restoration support for owners or special projects like the E-Type Lightweight, continuation XKSS or 'Reborn' Series I Land Rovers to be sold as strictly limited run products to wealthy collectors.
Given how established these kind of operations are with rival brands - BMW M, Mercedes-AMG and Audi's Quattro divisions spring to mind - it's perhaps surprising JLR has taken this long to bring these strands together under one roof. It's been doing this kind of thing for ages of course - custom builds, heritage management and performance models like the recent XFR and XKR-S have been part of the fabric for decades. But demand is increasing among markets new and old for 'something special' over and above the regular range. And SVO's new technical centre will coordinate, curate and create these projects in an environment so pristine and immaculate you'd be as happy going there for major surgery as you would souping up a new Range Rover. If you're peckish there's even a Michelin-starred chef to help keep your energy levels up during gruelling sessions in the high-tech Commissioning Suite.
Those visiting the site can then progress into the glass-walled presentation area that looks out onto the workshop areas where base vehicles arrive from the factory for conversion and customisation. On the day of our visit these were filled with everything from a Lightweight E-Type to armoured Range Rovers, exacting assembly taking place in F1-worthy bays.
It's a large site but there's still plenty of floorspace left to fill, suggesting JLR has left scope for significant expansion and/or increase in the level of work carried out in-house by SVO. And if endless mulling over colour-coded stitching and leather swatches isn't your thing when the JLR Classic centre opens nearby it'll have a showroom where you can get up close to some classic Jaguar and Land Rover metal. Which sounds a little more up our street.
With the first SVR products from both brands now on the market, a strong range of cars on which SVO can build further and, now, world class facilities in which to create them this is a strong statement of intent from JLR. And an encouraging sign that both homegrown brands are keen to mix it with the best in the world. Bravos all round.
Watch the video here
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
Regards,
MyCC
The promise is that there will be SVR versions of other products in the range but, clearly, they'll be expensive flagship models and the endless options and customising you speak of will be reserved for them.
Thanks!
Dan
The promise is that there will be SVR versions of other products in the range but, clearly, they'll be expensive flagship models and the endless options and customising you speak of will be reserved for them.
Thanks!
Dan
Regards,
MyCC
Dan
Dan
Regards,
MyCC.
Regards,
MyCC
Gassing Station | General Gassing | Top of Page | What's New | My Stuff