Overfinch Sets Up Shop in Virginia, Aims to Make Range Rovers Great Again

overfinch sets up shop in virginia aims to make range rovers great again

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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  • Sector 5 Sector 5 on Jul 30, 2016

    Why don't they Overfinch for F150's. Now there's a real market prospect.

    • MeaMaximaCulpa MeaMaximaCulpa on Jul 30, 2016

      If they went back to their roots and did something like installing an al aluminium big block V8 in the F150 and worked over the interior I'd give them my personal, but useless, endorsement. If they gave the F150 an IRS and air ride suspension I'd include them in my prayers as well.

  • Cornellier Cornellier on Jul 30, 2016

    From the above, "Overfinch" is like a make-up company? Specialists in putting lipstick on a pig?

  • DenverMike When was it ever a mystery? The Fairmont maybe, but only the 4-door "Futura" trim, that was distinctively upscale. The Citation and Volare didn't have competing trims, nor was there a base stripper Maxima at the time, if ever, crank windows, vinyl seats, 2-doors, etc. So it wasn't a "massacre", not even in spirit, just different market segments. It could be that the Maxima was intended to compete with those, but everything coming from Japan at the time had to take it up a notch, if not two.Thanks to the Japanese "voluntary" trade restriction, everything had extra options, if not hard loaded. The restriction limited how many vehicles were shipped, not what they retailed at. So Japanese automakers naturally raised the "price" (or stakes) without raising MSRP. What the dealers charged (gouged) was a different story.Realistically, the Maxima was going up against entry luxury sedans (except Cimarron lol), especially Euro/German, same as the Cressida. It definitely worked in Japanese automaker's favor, not to mention inspiring Lexus, Acura and Infiniti.
  • Ronnie Schreiber Hydrocarbon based fuels have become unreliable? More expensive at the moment but I haven't seen any lines gathering around gas stations lately, have you? I'm old enough to remember actual gasoline shortages in 1973 and 1979 (of course, since then there have been many recoverable oil deposits discovered around the world plus the introduction of fracking). Consumers Power is still supplying me with natural gas. I recently went camping and had no problem buying propane.Texas had grid problems last winter because they replaced fossil fueled power plants with wind and solar, which didn't work in the cold weather. That's the definition of unreliable.I'm an "all of the above" guy when it comes to energy: fossil fuels, hydro, wind (where it makes sense), nuclear (including funding for fusion research), and possibly solar.Environmental activists, it seems to me, have no interest in energy diversity. Based on what's happened in Sri Lanka and the push against agriculture in Europe and Canada, I think it's safe to say that some folks want most of us to live like medieval peasants to save the planet for their own private jets.
  • Car65688392 thankyou for the information
  • Car65688392 Thankyou for your valuable information
  • MaintenanceCosts There's no mystery anymore about how the Japanese took over the prestige spot in the US mass market (especially on the west coast) when you realize that this thing was up against the likes of the Fairmont, Citation, and Volaré. A massacre.
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