Jaguar Land Rover announces ETO bespoke engineering division

Article by Christian Andrei, on April 23, 2012

Jaguar Land Rover (JLR) is featuring the Jaguar XJ Ultimate at the Beijing Auto Show. The vehicle was created by the automaker's specialist ETO division, which is responsible for expanding the lineup of the Land Rover and Jaguar brands with a series of 'special edition' models and a wide array of customization options which will suit owners' preferences. 

Jaguar Land Rover CEO Dr Ralf Speth stated that the specialist ETO division is "the next step in the evolution of JLR as a fully-integrated premium automotive business." He added that the division is an extension to the world class engineering capability of JLR as well as "further proof" of the company's "passion" to satisfy the demands of customers. 

The ETO division has recently enjoyed the success of two vehicles it built -- the 300km/h (186mph) XKR-S and the limited edition Range Rover Autobiography Ultimate. The XKR-S has been considered as the most powerful and the fastest production sports vehicle that Jaguar has ever built. Now, the ETO division is focusing on extending the product range of the company. 

Aside from handcrafting the ultra-luxurious Jaguar XJ Ultimate, the ETO division initially will also be in charge of the Range Rover Evoque Special Edition, which is a group effort of the British fashion designer Victoria Beckham and Land Rover.

There will only be 200 samples around the world for this bespoke, hand-finished automobile with one-of-a-kind matt finish paint and rose gold accents. The ETO engineers and designers will collaborate with the JLR Product Development teams on future products, focusing on adding more performance, capability and luxury, while exploring various aspects of the brands' personalities.

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