Startech to convert JLR customers' experience

Startech's fully converted Range Rover Sport made the world premiere together with Brabus in March in Geneva at the 84th Geneva Motor Show. [Photo / salon-auto.ch]

There will be more not-so-typical Land Rover SUVs strolling in lower clearance, and wider, tougher, sportier look. Instead of a massively produced British model, they will be individually tuned-up by a well-known German team StarTech.

People will discover that it's a Land Rover, but not an ordinary one, said Xu Ke, president of Startech (China) Investment Management Co Ltd, when talking about their converted product on Dec 11 in Jiangsu province.

The German automotive conversion company Brabus' sub-brand recently formed partnership with Startech China to offer more customized Land Rover and Jaguar products and service to Chinese customers.

Marc Alius-Piedade, president of Asia Pacific at Startech Investment Management Co Ltd, gives a speech at the news conference on Dec 11 in Jiangsu province. [Hao Yan / chinadaily.com.cn]

"We are preparing the first flagship showroom in Zhangjianggang city, Jiangsu province," Marc Alius-Piedade, president of Asia Pacific at Startech Investment Management Co Ltd, told reporters, adding that "the showroom is set to open in the middle of March next year."

According to the company, all the Chinese personnel will receive professional education and training at the headquarters in Germany, and technicians from Germany will train staff members here in China.

Startech, founded in 1999, is positioned at the professional and exclusive refinement of the British automobiles. The tailor-made conversion brand used to ship fully converted cars to the Chinese market, as well as the components, before the expansion announced at the news conference.

The fully converted cars imported to Chinese mainland would be legitimate as completely new cars instead of converted ones by local vehicle management offices under Public Security Bureau's Traffic Management Bureau.

"We will set up workshops in China, meanwhile we will have Chinese talents convert cars in China up to the Startech Refinement standard," said Alius-Piedade.

He predicted that in about one year from now, the Chinese team would be able to customize cars already in customers' hands.

"The step thereafter is the complete conversion of cars. Then we sell them to customers as fully-converted vehciles," he added.

The local company is currently focusing on communicating between China and Germany. The Chinese company is now researching the market demands and collecting feedbacks. All the information will be handed to the Germany headquarters so as to find out the suitable products at reasonable prices.

It is also planning to launch its next new products. "It will be at the Shanghai Auto Show next year, instead of Geneva Moto Show as we usually did," said Asia Pacific Marketing Director Sandy You.

Startech's fully converted Range Rover Sport made the world premiere together with Brabus in March in Geneva at the 84th Geneva Motor Show.

"We will go into full gear after the Shanghai Auto Show with dealerships and workshops," You added. The networks may start from first tier cities, Beijing, Shanghai, Guangzhou, and expand to every major cities.

Alius-Piedade said:“It's a new experience of enjoying mobility. Startech gives the opportunities of individualizing the quality of life. A customer can reshape the car into his or her lifestyle, and make the driving as pleasant as possible."

The conversion company will provide sporty yet Startech Power Xtra performance improvements, so as to realize elevated driving dynamics and active safety. It also specializes in the individualization of the interior, to create a handcrafted work of art.