Land Rover intends to corner the market for aftermarket tuning

JLR targets tuner houses: 'We're going to put them out of business.'

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Land Rover's design director says he's tired of seeing third-party tuners take his designs and "put a little spoiler on it or whatever," so the company plans to create more variations and customizations in-house through its Special Vehicle Operations division (SVO).

Customization of Land Rovers and Range Rovers has been profitable for dozens of aftermarket companies who offer buyers their own custom look.

Gerry McGovern, the design director, wants to put a stop to it. "It's easy to take a product that's already been created and put a little spoiler on it or whatever, but I'd like to see them design their own car," he told Autocar. "We see them taking our property and making a bit more profit.

"Well, we're going to put them out of business through SVO. The opportunities we're creating there, and the quality of our work, are much better."

The customizers are probably scrambling right now to create products for the new Range Rover Velar, which debuted at the Geneva Auto Show and will go on sale this summer. Its price starts at $50,895 and heads upward to over 90 grand, a range that implies plenty of opportunity to create a unique ride. But McGovern seemed to imply there will be more custom offerings such as spoilers, wheels and interior variations, as well as a broader portfolio for the SVO division, which is noted for building the fast, agile 575-horsepower Range Rover SVR as well as variants of Jaguar products.

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