If you liked Eterniti Motors’ Artemis based on Porsche Cayenne, today we have a new British bespoke design and engineering business for you, Alcraft Motor Company. The new company is planning to make its debut on the market with a custom version of the 2013 Range Rover. As you can see from the photos, the new SUV comes with a redesigned front end consisting of a new front bumper, grille and a new set of headlights.
Some of you folks will not like the front end very much, but will definitely fell in love with the rear end. The SUV comes with redesigned tail lamps, which make the rear view sexier than ever. The interior is also expected to be upgraded, but currently there are no photos available.
According to the official press release, Alcraft is benefiting from the input of students at the world’s leading vehicle design school, in London’s Royal College of Art. The car has been developed further by Alcraft design consultant Matthew Humphries, who was chief designer at Morgan Cars until this year and is now also on the RCA teaching staff.
The company will focus initially on British carmakers such as Range Rover, Land Rover, Jaguar and Aston Martin.
Alcraft Motor Co. gets ready to etch its name in the customization market and carve a niche as a company that promotes British styling. In a recently commissioned survey of car owners, nearly 50 percent of respondents said they consider British style, craftsmanship and heritage in their choice of vehicle as “very important,” although majority of them own non-British brands.
Chief executive David Alcraft remarked that while some customers want their vehicle to make loud personal statements, there is a gap in personalizing products that explicitly respects their brands’ heritage and British style. He remarked that this is something that is not provided for by other companies. He added that the company is privileged to work with the Royal College of Art (RCA), which helped them develop that ideology into vehicle designs.
The company is enjoying the expertise of design consultant Mattew Humphries, who was recently chief designer at Morgan Cars and is currently part of the RCA teaching staff. Alcraft Motor is also benefiting from the involvement of Christopher Macgowan OBE, the ex-CEO of both the Society of Motor Manufacturers and Traders and the Retail Motor Industry Federation.
Macgowan remarked that he is happy to support Alcraft Motor, which he said has British values at its heart. He added that they are hoping that Alcraft Motor will help ensure that the United Kingdom gets a share of the growing market for personalized products.
Alcraft Motor is currently exploring some design directions, including that of the Range Rover. In fact, the company is ready to answer enquiries for other enhancement packages for Jaguar Land Rover vehicles like: the Range Rover flagship and the Sport and Evoque models, Land Rover Discovery and Jaguar XF Sportbrake.