JLR’s Special Vehicle Operations (SVO) MD, John Edwards, has revealed to our sister publication Autocar UK, the company’s new three-tier strategy for creating ‘ultimate’ models. The aim of this is to produce models under three heads — ‘ultimate luxury’, ‘ultimate off-roading’ and ‘ultimate sporting performance’.

The ‘ultimate performance’ models will take on the likes of BMW’s M-division and Mercedes-AMG, and will be sold under the SVR brand with the new Range Rover Sport SVR becoming the first model. The ‘ultimate off-roading’ models will be sold under the SVX badge whilst the ‘ultimate luxury’ models are yet to receive their own brand. The new Range Rover SVAutobiography could be the first model under this badge.

“We will operate under three principles: profit, promote and protect. First, SVO must make a profit. Second, we must promote JLR’s wider business. And third, we must protect the integrity of our brands.” Edwards said.

JLR has also said that though the SVO division will be able to build one-off models for customers, it will not include any re-engineering work. The company also said that limited-run production cars like the Project-7 are complicated and a balance between scale and exclusivity had to be achieved.

Along with models like the Project 7, SVO will be looking at building an armoured version of the Range Rover.