As well as vehicles, Special Operations will produce a range of branded goods to engage with a wide audience of current and potential customers.
JLR Special Operations will be led by John Edwards, formerly brand ambassador for Land Rover, who said: “We've been working on this for nine months. It's an area we didn't really engage with before.
"As a business, we are completely focused on enhancing and personalising the relationship our most discerning and enthusiastic customers have with our brands.
“By creating a Special Operations division we can harness the very best talent and expertise Jaguar Land Rover has – to deliver exceptional products and services our customers will love for life."
A team of 150 Jaguar Land Rover specialists will be based at the new technical centre. Its facilities will feature a customer commissioning suite for bespoke services and premium vehicle personalisation, flexible workshops – inspired by Formula 1 racing team facilities – and a fully automated paint facility.
The Special Operations team of designers and engineers will be led by Paul Newsome, director of special vehicle operations, recently recruited from Williams Advanced Engineering. Newsome was project chief of the Jaguar C-X75 supercar concept produced in conjunction with Williams. The team will create halo vehicles ranging from high luxury to extreme performance.
In addition, a new heritage vehicle workshop will be created at the spiritual home of Jaguar in Browns Lane, 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.
Jaguar Land Rover chief executive, Ralf Speth, said: “The creation of Jaguar Land Rover Special Operations demonstrates our continued commitment to placing customers at the heart of everything we do. This investment in exciting and desirable products will reinforce the global reputation of both Jaguar and Land Rover brands.”
About 700 people will be employed across the four parts of the new business, which supersedes the work of the Engineered To Order (ETO) division.
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