Jaguar Land Rover’s Special Vehicles Operations (SVO) responsible for the British automaker’s personalization work is so in demand that it is being expanded. The move is part of long-term strategy to boost profitability.

Jaguar Land Rover has revealed that SVO is hiring 250 staff, which represents an increase of nearly 25 percent from current levels. SVO has also established a new technical center close to Jaguar Land Rover’s main facility in Coventry, England. The new center comprises four main zones, one each for manufacturing, painting, engineering and personalization.

“The new Special Vehicle Operations Technical Center is a major step forward in meeting the desires of our most discerning customers,” SVO boss John Edwards said in a statement.

John Edwards

John Edwards

He described it as a very modern facility inspired by the engineering centers typical of Formula One teams.

Here, Jaguar Land Rover’s most loyal customers—it’s invite only—will be able to drop in and commission a personalized Jaguar or Land Rover, similar to what more prestigious marques such as Rolls-Royce and Ferrari [NYSE:RACE] already offer. The automaker doesn’t mention exactly what’s on offer but does state a color-matching specialist will be on hand to accurately match shades with any item of the customer’s choosing.

In addition to  personalization work, SVO is also responsible for Jaguar Land Rover’s classic car programs, high-performance SVR range, and special projects such as 2014's F-Type Project 7. Soon, SVO is expected to also offer vehicles aimed at serious off-roading. These ones are expected to wear an “SVX” badge.