Head of JLR’s SVO division, tells us what special touches take a Range Rover from luxury to super-luxury
is already fantastic, of course, but there’s always a customer that wants that little bit more content, more personalisation, more materials, technology, more performance, whatever. What we do is basically dial that up as far as we possibly can. And the Range Rover SV is a perfect example of that.
You mentioned bespoke there. Can anyone enlist the services of bespoke creating their own Jaguar Land Rover vehicle? “More extreme requests do come in. One that we didn't fulfil was a customer that asked us to imitate the accent of our previous CEO in the car. We thought that was a bit much. So we do draw a line somewhere but we try and fulfil pretty much every wish.”“Classic for me, our team and a lot of customers is a real source of passion and excitement because, ultimately, no luxury or premium or sports car brand lives in isolation.
“This customer had had that car since new, it was the car in which he picked up his newborn son from the hospital, so he wanted that car restored back to its original condition. He didn't want us to go and source a better one. It was absolutely economically crazy to do it, but that car had a lot of emotional value for that customer. So we gave him a restoration to a brand-new standard. It's not just technically brilliant work - it can be incredibly emotionally rewarding too.
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