Currently reading: New British tuning company launches
Alcraft Motor Company sets its sights on enhancing the "British design values" of UK models
Darren Moss
News
1 min read
6 December 2013

A new tuning company has launched, with the aim of enhancing vehicles using "British" design values.

Alcraft Motor Company says it will intiially focus on offering tuned vehicles from manufacturers such as Land Rover, Jaguar and Aston Martin.

The firm has also taken input from students at the Royal College of Art to help shape its design direction. The first vehicle to be tuned by the company, with help from the RCA students, is a Range Rover. The company says it has "made it more elegant by simplifying the lines and have given it the timelessness associated with the best British design."

While Alcraft doesn't go into detail about what changes it has made to the Range Rover, design consultant Matthew Humphries - formally of Morgan - says the car has a more "limousine-like presence while ensuring a degree of classic British understatement".

Company boss David Alcraft said: "Although some customers want their cars to make loud personal statements, we believe there's a gap in the market for personalising products in a way which explicitly respects their brands' heritage and British style."

The company is now looking at other models which it will offer tuning sets for, and says it is taking enquiries for Range Rover Sport, Evoque, Land Rover Discovery and Jaguar XF Sportbrake upgrade packages.

As well as Humphries and the RCA, Alcraft also has design input from former Society of Motor Manufacturers and Traders CEO Christopher Macgowan OBE.

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EngageSportMode 7 December 2013

Looks like something from

Looks like something from Grand Theft Auto V. Has most of the styling details from the real version, but just enough tweaks to avoid intellectual property infringement.
freudianskip 7 December 2013

Potatoshop

the wheels and the numberplate in that rear view are an appalling piece of photoshop - please get someone who can use the package before you start sending out press releases
Leslie Brook 7 December 2013

freudianskip wrote: the

freudianskip wrote:
the wheels and the numberplate in that rear view are an appalling piece of photoshop - please get someone who can use the package before you start sending out press releases
I agree. I am an amateur photoshopper, but I'd like to think I'd get the perspective a bit closer to reality.
Ski Kid 7 December 2013

the standard car is far nicer

save the money and have the best spec standard car as it looks far more nicer to the eye

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