From selling thoroughbred off-roaders to making smartphones, English automotive company Jaguar Land Rover wants to complete the circle of tech evolution. For this, Land Rover has tied up with British consumer electronics company Bullitt Group, to launch a range of smartphones and accessories in early 2017.

“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," said Lindsay Weaver, director of Licensing and Branded Goods at Jaguar Land Rover, in an official statement.

The Jaguar Land Rover Special Vehicle Operations team in question is directly responsible for designing and engineering its high performance vehicles, bespoke products as well as heritage products. They will be working directly with Bullitt Group, with a special focus on design aspects of the planned line-up of smartphones and accessories.

However, it is important to note that Land Rover itself will not be building the actual phone that you may or may not be able to buy next year. This pretty much resembles a brand lending exercise, where Bullitt will make the actual gadgets, while the Land Rover branding will be part of the final product. Incidentally, Bullitt is the same company which has made rugged custom devices for the likes of Caterpillar, JCB and Ministry of Sound in the past. The idea is to match the phone to Land Rover’s reputation of making tough and rugged cars.

At the moment, it is anyone’s guess what the specifications of the phone will be, but it will most likely run a variant of Google’s Android operating system for smartphones.

If history tells us anything, car companies have not had a good run of it when it comes to making their own smartphones. Italian sports car brands Ferrari and Lamborghini, British sports car maker Aston Martin as well as luxury car maker Bentley have all launched branded phones in the past. But, a combination of high sticker prices, specs that weren’t top notch and limited units meant they didn’t really capture the aspirational demographic.

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