Tech

Jaguar Land Rover To Design Own Smartphone Series

By Penelope Stevens , May 10, 2016 09:04 AM EDT

British automaker Jaguar Land Rover (JLR) takes its business to the next level, announcing it partnered with another British electronics company Bullitt Group to create its own smartphone series early next year, according to Lindsay Weaver, responsible in handling license and branded goods at JLR, said.

"Incorporating iconic Land Rover design and innovative technology into the mobile phone sector with Bullitt Group presents an exciting challenge and fantastic opportunity to take the brand into a new dimension," she said.

Weaver further added that the company has assigned the Jaguar Land Rover Special Vehicle Opeartions team to look after the collaboration and "deliver a number of bespoke applications tailored to Land Rover brand and product values."

However, even though Land Rover will be bringing its label, it will not reportedly assemble the smartphone. And building the actual units is the role Bullitt will play, according to Tech Times. Both companies aim to deliver a phone with a touch of Land Rover's well-known reputation for creating tough and off-road, rugged cars.

Of note, Bullitt is the same company behind the custom-made devices of Caterpillar, Ministry of Sound and JCB.

For the meantime, no specific features were revealed yet, but Livemint hinted it will most likely be run by an Android operating system.

"We are confident the new range of products will perfectly encapsulate everything that Land Rover represents, appealing to those who already love the brand and providing an introduction to those who are yet to discover it," Peter Stephens, Bullitt Group CEO, said.

Meanwhile, Jaguar Land Rover is not the first car company that attempts to boost its tech evolution. Italian sports car brands such as Ferrari and Lamborghini as well as British automakers Aston Martin all have tried building phones in the past. However, the business was not so successful as the relatively expensive price tags and limited units seem to imply those were only meant for the aspirational demographic, the Livemint reported.

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