JLR’s Special Vehicle Operations division has just been announced, set to deliver bespoke versions of the brands’ products. It will thus work with customers as an in-house tuner/bespoke creator that will deliver fully customized products.
There’s always been a competition between tuners and their automakers of choice – but the latter do have to admit their idea of in-house tuning divisions came after they saw the success of the former. Some have decided to work with them – we can talk about Mercedes-Benz and its relationship with names such as Brabus. Or we can see the half empty part of the glass – as Land Rover’s design director does, who is a bit spiteful on third-party tuning. Gerry McGovern believes tuners “have it easy,” as they work on a fully developed product. He added he wishes he would see tuners “design their own car.” By the way, we could give him a few examples…
Anyways, McGovern does have a point – Land Rover’s new SVO division will offer styling components, interior customizations, and mechanical upgrades with a possible unmatched quality (though we could also call into question LR’s sometimes questionable reliability). Of course, his declarations are also designed to attract the public – though setting the bar high also comes with responsibility. Land Rover, the SVO ball is in your yard now.