The new three-tier Land Rover strategy revealed

The new three-tier Land Rover strategy revealed

Jaguar Land Rover's (JLR) has launched what can only be described as a 'business within a business' with the formation of the new Special Vehicle Operations (SVO) division. The division has been given a brief to think outside the box, according to managing director John Edwards. The SVO division is at present setting up home in its new facility near Ryton, which is south of Coventry; when completed, the new factory will be home to a team of JLR specialists. Speaking about the scheme in Geneva recently, Mr Edwards said: "We are smaller and more entrepreneurial by nature. Speed to market will be key, and we aim to be a high-margin business."

Mr Edwards added that SVO was looking to produce vehicles under three main categories: ultimate luxury, ultimate sporting performance and ultimate off-road ability. These models will be competing with the best that Land Rover's competitors have to offer and will be marketed under the SVR brand. The inaugural SVR model, which is based on the Range Rover Sport, will be the Autobiography. Mr Edwards explained: "We will operate under three principles: profit, promote and protect. First, SVO must make a profit. Second, we must promote JLR's wider business. And third, we must protect the integrity of our brands."

The ultimate aim of Jaguar Land Rover is to sell more vehicles. The SVO will be able to construct one-off models for its customers and one of the projects currently in the pipeline is the creation of a Range Rover armoured car. The company expects to build about 20 of these every year priced at £250,000 each.