SVO to roll out mid-strength cars

Jaguar Land Rover has not failed to notice the success of Mercedes' AMG Sport, BMW M Performance and Audi's S-Line models.

These vehicles, incorporating some but not all of the cosmetic and dynamic hallmarks of full-house models like the C 63 or the M4 are proving to be lucrative alternatives to the standard cars on which they're based. Furthermore, they're affordable for buyers on a tighter budget.

It has long been rumoured that Jaguar Land Rover was considering a similar marketing approach, with enhancement packs to snare some of its own big-spending customers who can't quite afford a top-shelf SVR model.

And there's reason to suggest that these enhanced models will be badged 'SV' – rather than SVR.

"SVO's role will go deeper, absolutely," said JLR Australia's acting managing director, Matthew Wiesner, in conversation with motoring.com.au earlier this week.

"If you look at our core set of competitors – especially with what Mercedes-Benz has done with AMG – they've done a fabulous job. There's obviously an appetite for specialised products, and it's not just performance. There's some pretty top-end bespoke detail, especially for places like the Middle East, that want that an ultra luxury product. But then, performance also plays a big part in it, like this (Range Rover Sport SVR) and the Project 7."

Wiesner went on to explain that although JLR was on the right trajectory with its model mix, that greater levels of customisation would be an important aspect of continuing that success moving forward, adding that customer interest is driving demand.

"We need to do a lot better with that type of thing," Wiesner said candidly. "Whether or not we use the SVR / SVO branding in and around it hasn't yet been decided, but there's certainly an opportunity there. Initially we need to make sure we launch the SVR / SVO brand with products like this – and when we launch Project 7. It's a nice way of getting the message out there and making sure people understand we're in this space, and then, over the years, grow amongst the rest of the products as they're selected to be part of the process."

Wiesner hinted that the level of interest in SVO-enhanced models could eventually translate to other models in the range – including Jaguar models such as the XE, which we've previously tipped to be the next candidate for an SVR-style variant. The JLR exec said it won't stop there.

Until now, the SVO division has been known for its development work on full-house variants of the Discovery 5 SVX, SVAutobiography and Project 7 F-TYPE.

There's also growing speculation that the next-generation Defender will receive a going-over from Special Vehicle Ops, wearing an off-road designation 'X' at the end of its title, and offering similar capabilities to the Bowler Wildcat, Ford Raptor or Mercedes-AMG G 63 6x6.

Locally, Wiesner said the interest in SVO's sporting models is especially strong. Allocation of Project 7 F-TYPEs to customers exceeded original demand with JLR Australia approaching head office to rethink the original number. Australia was eventually allocated 10 of the 250 Project 7s build, with those orders expected to be filled towards the end of this year.

And it's a similar story with the Range Rover Sport SVR. JLR Australia has received more than 60 firm orders from prospective owners with many signing on the dotted line without sighting the vehicle. The early interest means a customer ordering an SVR today will face a wait of six months, such is the demand for the model.

"[With the] SVR we're six months out, which is good, [and] given people pretty much want to bespoke their version of, it makes sense," Wiesner said. "Given the nature of this market, and that sort of product with these drivetrains, [the order bank] is probably not surprising. The SVR treatment fits perfectly around the Range Rover Sport."

"As we head into [the local launch of the] XE and the XF, and a face-lift of the XJ and then F-PACE, it's arguably the biggest 12 months this brand has had," he said "We need to get the message out there that this is a driver's car – and that's exactly what the brand must deliver through the products we launch from here on. The days of the X-Type are gone, and whatever we dial-up around Jaguar the message must be apparent, whether it's an XE or an F-TYPE, a proper driver's car is so important."