To be able to compete with the German rivals, Jaguar had to also create a special division that could handle special requests in terms of customization. 

The specialist division of Jaguar Land Rover created in June 2014 to build a business responsible for halo car products (SVO), Vehicle Personalization, classic car programs by Jaguar Land Rover Classic and an exciting range of Branded Goods. 

And now, the Jaguar Land Rover Special Vehicle Operations (SVO) opened a new Technical Center in the heart of the British Midlands. The new £20m facility near Coventry will be the headquarters of SVO and will house manufacturing, paint, technical and customer commissioning and presentation zones inside the 20,000 m2 facility.

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In future, customers will be able to visit the Technical Center’s Commissioning Suite by invitation, where they will explore the range of possibilities for creating and customising their own Jaguar or Land Rover vehicle. An SVO color-matching specialist will be on hand to accurately match shades with any item of the customer’s choosing.


The exclusive experience will continue through to the food served to customers visiting the Technical Center. Michelin-starred chef Graham Edwards, who learned his trade in London’s West End and has previously worked with Raymond Blanc, is on hand to create a selection of dishes designed to suit the client or the car they are buying.

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The SVO story will continue in the Technical Centre once the customer has left, as their car is built, painted and hand-finished in the other three areas of the building.

The final stage to the process is the Manufacturing Facility, which is home to some of the most extreme quality control procedures in the world.