On the sidelines of the Goodwood Festival of Speed, Charlie Cooksey sat down with Kevin Sloane, Chairman and CEO of Overfinch, the brand responsible for customising Land Rover and Range Rover vehicles since 1975. Sloane, who has led the company for 16 years, discussed its new Abu Dhabi presence with ADIO, protecting the brand while scaling into new markets, and the Dragon Edition.
Overfinch has just announced its regional presence in Abu Dhabi in partnership with ADIO. Why Abu Dhabi, and how does it help you serve Gulf customers?
We have a number of customers in the Middle East and recognise the demand for bespoke items in the region. Working with the team at ADIO, you understand their vision for Abu Dhabi as the number one global player, and it becomes the logical choice.
Overfinch has customised Range Rovers for more than 50 years. What’s the biggest thing you’ve had to protect about the brand as you’ve scaled into new markets?
North America is currently our busiest and biggest market. When you own a premium brand, your biggest challenge is protecting it. Every customer touchpoint matters, and controlling the relationship afterwards is key.
Given your British heritage, would Overfinch ever look at overseas assembly or manufacturing?
We control all our design through our UK team, and manufacture as much as possible through UK bespoke suppliers. We already assemble cars in North America using parts shipped from the UK, and we’re looking to replicate that in the Middle East.
How does working with clients in Dubai, Bahrain or Riyadh differ from London or Los Angeles?
Clients in the Middle East are established with bespoke products, from aviation to marine, jewellery and automotive. They know what they want, so it’s an enjoyable journey delivering their vision, and there’s a maturity to the buyer that makes it a pleasure to create something unique.
Why did you decide to acquire Overfinch?
I’ve always had a passion for luxury, automotive and Land Rover in particular, so it felt natural when the opportunity came to acquire Overfinch. It lets you deliver bespoke luxury and craftsmanship, and I’m fortunate to work in an industry I’m genuinely passionate about.
From the outside, your role and the industry look glamorous. What’s the hardest part of what you do?
This is a serious business, not a casual one. Our clients have vision and demand excellence, so the challenge is making the journey easy and enjoyable for them while delivering the best products and service behind the scenes.
What do the next ten years look like, and could you look beyond Land Rover and Range Rover?
I’d like to think the next ten years are the most interesting yet. We understand our clients more, and the ambition is to deliver in ever greater detail and craftsmanship. We’re constantly asked to look at other marques. Fifty-two years dedicated to Land Rover is something I’m proud of, but we can’t rule out working with others in future.
Do clients ever come to you with wild or unusual requests?
Probably the Dragon Edition, commissioned by a long-standing client in California who wanted two vehicles to match other supercars built for the Year of the Dragon. Bugatti and Rolls-Royce had both done similar editions, so it wasn’t new territory, but we set off on a design challenge with three top designers. The client’s chosen manufacturer couldn’t deliver in time for Chinese New Year, but we were well down the track, so we continued and sold all eight vehicles, bringing new clients to the brand.
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