When a vehicle manufacturer announces a new model that come with a host of "personalisation" options we regularly scoff, as it often amounts to choosing between 14 different alloy styles, the chance to add some contrasting chintz to the exterior and a bewildering array of interior treatments all designed to take away from the fact that the standard interior is well, a bit rubbish.
Personalisation is big business though and not just in the supermini market. So big is it that Jaguar Land Rover has seen fit to set up a 150-man strong division to be called 'Jaguar Land Rover Special Operations'. With a brief of "meeting the increasing expectations of today's most discerning and enthusiastic car customers" JLR SO is similar in concept to McLaren's MSO, Ferrari's Special Projects division, Aston Martin's Q branch (best name ever) and, well Bentley and Rolls-Royce really.
Under the lead of John Edwards, Jaguar Land Rover Special Operations will offer a range of products and services including high specification, high performance derivatives, ultra luxury products and limited run collector editions; bespoke commissions with extended choice of colour, trim specifications and accessories; heritage products including vehicle recreations, servicing and restorations and the creation and provision of heritage vehicle parts; and a new portfolio of branded goods. So that's added chintz and JLR branded consumer goods then?
Not really, as one of the chief engineers in the team was recruited from Williams Advanced Engineering and has been set the task of creating two halo vehicles ranging from high luxury to extreme performance. Special Operations won't even work within the regular Jaguar Land Rover plants, with a new dedicated Technical Centre being built for it in the West Midlands area of the UK. At this unique location the team will have access to 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.
Anything else?
One of the first members of the new team was Harry Metcalfe, founder of EVO magazine, who left the publication to work in the new division. Commenting on Twitter Metcalfe said "Chuffed to be involved with the launch of 'Jaguar Land Rover Special Operations' today. Now the fun can begin" before saying that the new Special Vehicle Operations division would "launch its first car very soon" Watch this space!