Land Rover has revealed it is moving into the smartphone market in partnership with consumer electronics specialist Bullitt Group.
A new range of devices and peripherals will be designed to boast both durability and elegance, so they serve as an “active lifestyle partner” for those who enjoy taking on new challenges.
Land Rover and Bullitt Group will unveil their portfolio early next year and promise that it will offer innovative technology and capabilities, as well as embody Land Rover's core values.
Lindsay Weaver, director of licensing and branded goods at Jaguar Land Rover, 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.
“An engineering and design team from Jaguar Land Rover Special Operations will be assigned to the partnership and subsequently deliver a number of bespoke applications tailored to Land Rover brand and product values.”
Peter Stephens, chief executive of Bullitt Group, added that it is very happy to have formed a partnership with Land Rover.
He stated that the company will help it inject its brand values of cutting edge design and durability into the mobile phone market.
Mr Stephens said he is confident this range of products will “perfectly encapsulate” everything Land Rover represents and therefore appeal to those who already feel a strong affinity towards the brand.
He added that the new range of smartphones could also provide an introduction to those who are yet to discover what Land Rover is all about.