Alcraft Motor Company sets its sights on enhancing the "British design values" of UK models
Darren Moss
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.

Our Verdict

The fourth-generation Range Rover is here to be judged as a luxury car as much as it is a 4x4

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Comments
10

7 December 2013
YUK

 

7 December 2013
I think it a good idea, remove some of the bling from some current JLR offerings and emphasise the genuine elegance of the designs.

8 December 2013
[quote=Citytiger]I think it a good idea, remove some of the bling from some current JLR offerings and emphasise the genuine elegance of the designs.[/quote] I agree, JLR products with less bling would be good in principal, but this isnt the way to do it. I actually find it odd that JLR dont offer 2 versions of their own cars, the current ones, and a de-blinged version, surely there is a market?

11 December 2013
[quote=artill][quote=Citytiger]I think it a good idea, remove some of the bling from some current JLR offerings and emphasise the genuine elegance of the designs.[/quote] I agree, JLR products with less bling would be good in principal, but this isnt the way to do it. I actually find it odd that JLR dont offer 2 versions of their own cars, the current ones, and a de-blinged version, surely there is a market?[/quote] Yes, I agree, I like the minimal lights and flanks, but it looks a bit too Slver Ghost to me.

TS7

7 December 2013
... what happened to that bunch of timewasters who blinged up a Porsche Cayenne to even greater heights of poor taste. They even laughably claimed to be a car manufacturer.

7 December 2013
I've even tried looking at this car with my glasses on upside-down and I still can't see how it is better than the standard car.

 

I'm a disillusioned former Citroëniste.

7 December 2013
save the money and have the best spec standard car as it looks far more nicer to the eye

7 December 2013
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

7 December 2013
[quote=freudianskip]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[/quote] I agree. I am an amateur photoshopper, but I'd like to think I'd get the perspective a bit closer to reality.

 

7 December 2013
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.

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