Jaguar Land Rover Special Operations Division Means More Choices for Buyers | Edmunds

Jaguar Land Rover Special Operations Division Means More Choices for Buyers


Just the Facts:
  • Jaguar Land Rover launched a new Special Operations division that will produce high-specification, limited-edition models.
  • One of the first products is expected to be a special version of the Land Rover Range Rover.
  • "For customers, it means more choices," wrote Stuart Schorr, a Jaguar Land Rover U.S. spokesman, in response to an Edmunds query.

WHITLEY, England — Jaguar Land Rover launched a new Special Operations division that will produce high-specification, limited-edition models.

One of the first products is expected to be a special version of the Land Rover Range Rover.

"For customers, it means more choices," wrote Stuart Schorr, a Jaguar Land Rover U.S. spokesman, in response to an Edmunds query.

While noting that he could not speak about future products, Schorr added: "The Special Operations team will develop unique, specialized vehicles for the world, including the U.S."

New small-series, upgraded versions of models from both brands will appear over the next 18 months, including the special Range Rover.

Special Operations products and services will be rolled out on the company's Web sites starting in July.

A major focus will be on high-specification vehicles "that showcase the best of both brands, including high-performance derivatives, ultra-luxury products and limited-run collector editions," the company said in a statement on Thursday.

Car shoppers can expect an extended choice of color and trim specifications and accessories.

Also on tap is a new portfolio of branded goods and "heritage products," including restorations. The heritage business will open on August 1.

Special Operations replaces the previous Engineered To Order or ETO setup.

Edmunds says: The willingness of customers to pay large sums for new Jaguars and Land Rovers encouraged the company to establish this new limited-edition and vehicle-personalization business.

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