New British car company aims for bespoke market

A NEW BRITISH car company has been launched and the Alcraft Motor Company aims to offer bespoke designs based on existing models.

The company says it will offer enhanced designs for Aston Martin, Jaguar and Land Rover models to begin with. Each design will be unique to the customer in a move that harks back to the days of coachbuilt cars of the 1920s.

The first design from Alcraft is based on a Range Rover that has been styled by Matthew Humphries, who was formally the chief designer at Morgan Cars.

He said: ‘We’re extremely proud of the way the Range Rover has turned out. We’ve made it more elegant and timeless with the best of British design. I think we’ve achieved a more limousine-like presence.’

Chief Executive David Alcraft added: ‘Although some customers want to make a loud statement, we believe there is a gap in the market for personalising cars in a way that respects each brands’ heritage and British style.’

By Press Association reporters