latest automotive news, best new and used cars, find a new car 421d8_dirty1-1-610x407 Overfinch Sets Up Shop in Virginia, Aims to Make Range Rovers Great Again Land Rover

This small-scale British invasion is good news for U.S. Range Rover owners whose vehicle just don’t feel exclusive enough.

UK-based Overfinch, which designs and installs mechanical and appearance “enhancements” for Range Rover products, is coming to the small city of Danville, Virginia. The 40-year-old company plans to open new retail outlets, in addition to its product development and engineering facility.

Throughout its history, Overfinch only had eyes for the Range Rover brand. Besides offering interior and exterior appearance mods, customers can order bespoke builds. It’s the go-to shop for the Union Jack-wrapped utility lover.

Its new U.S. headquarters, nestled just north of the North Carolina border, will employ 41 workers, according to WSLS 10. Virginia Governor Terry McAuliffe said Overfinch will invest $1.82 million to set up the manufacturing facility. The money covers construction of an assembly and conversion workshop, vehicle servicing and diagnostics area, and a parts warehouse.

Two grants totaling $400,000 helped Virginia land the upfitter, instead of rial bidder California. Overfinch plans to boost its image by presenting at next month’s 2016 Pebble Beach Concours D’Elegance.

The time was right for an expansion, said the company’s chairman.

“Demand for Overfinch in the USA has grown enormously in the past five years,” said company chairman Kevin Sloan in a release. “Until now, our international clients have been served by a combination of local distributors and UK-based conversion teams.”

To find buyers for its Danville-built product, the company plans to open boutique retail outlets in New York State, Los Angeles and Miami.

[Image: Overfinch]

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