Alcraft Motor Company launches with a uniquely British design ethos

Alcraft Motor Company Range Rover Study 2

A new British bespoke design and engineering business, Alcraft Motor Company has arrived with what the company calls a unique commitment to reinterpret vehicles using British design values.

The Alcraft will enhance products from brands with British heritage, focusing initially on Range Rover, Land Rover, Jaguar and Aston Martin.

London’s Royal College of Art students helped develop the styling direction, thanks to an Alcraft-sponsored project studying British design thinking.

“It is very unusual for the Vehicle Design programme to engage with a company outside the ranks of the car makers, but personalisation is an important trend which the students now have to consider,” says RCA senior tutor Matteo Conti.

Alcraft’s ethos can be seen in a design study of the flagship Range Rover, which has originated from the RCA project. 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 Alcraft’s first project is based on the new Range Rover, boasting a new front end with new bumper, new grille and new lights. The rear is also updated with a new bumper and tail lights. Other notable changes include also new alloys wheels and the lack of side gills.

Overall look is very clean and minimalist. Clearly a different take compared to most aftermarket companies whose view on bespoke vehicles usually includes huge air intakes, spoilers, side skirts and so on.

“We’re extremely pleased with how the Range Rover study has turned out,” says Humphries. “We’ve made it more elegant by simplifying the lines and have given it the timelessness associated with the best British design. We’ve also differentiated it more from the other Range Rover models and I think we’ve achieved a more limousine-like presence while ensuring a degree of classic British understatement.”

According to Alcroft, the Range Rover study is just one of a number of design directions being explored now and the company is taking customer enquiries now for other enhancement packages.

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