About 150 new staff will work at the recently established Jaguar Land Rover Special Vehicles Operations (SVO) unit that serves as the British automaker’s personalization and performance division. The SVO team’s first product was the F-Type Project 7, which goes on sale later this year, priced from $165,925.

The cars, and other SVO projects like the 1963 Jaguar Lightweight E-Type continuation models and high-performance Range Rover Sport SVR, will be built at a new technical center in West Midlands, England. Operations at the new technical center will commence later this year.

One section of the technical center will be dedicated to a “VIP customer commissioning suite” which will handle bespoke services and premium vehicle personalization. Jaguar Land Rover says it’s building the facility to meet the increasing expectations of its customers.

The move is part of Jaguar Land Rover long-term strategic growth plans, which will see the automaker investing in 50 new product actions over the next five years.  This includes spending more than $2.5 billion to introduce an all-new, lightweight platform that will first appear in the Jaguar XE small sedan.


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