Automotive business takes British icon across the Atlantic
Luxury automotive brand Twisted is expanding its operations from the UK into North America, with two key appointments and a team of technicians working from facilities in Virginia.
North Yorkshire-based Twisted – a global authority on the Defender since the business was established in 2001 – is launching Twisted North America this month, with Twisted Middle East set to follow next year.
The company said it aims to be the “go-to Defender modification specialist in the USA”, and it was the first to incorporate an American engine, the LS3, into a UK Defender back in 2012.
The new business, based in a 40,000 sq ft facility in South Boston, has been three years in the making.
Work is currently underway on the first three vehicles, with orders invited from October followed by delivery in April 2020. Elements of modification will take place in Yorkshire with completion and vehicle handover carried out in the US.
All UK Twisted vehicle and specification options will be available in the US, and prices will start at $250,000.
In the future, a small batch of vehicles will be built each year on the new Twisted by LUCRA chassis, developed in California – giving Twisted a coast-to-coast presence.
Overseeing operations in the US will be director Tom Maxwell, from York. A former business development director for an automotive firm, he has considerable experience in the US market, having led 60 staff and exporting around 250 Defenders from the UK to North America in his previous role. He was instrumental in the company breaking into the US market and establishing a presence there.
Also joining the team is senior technician Ryan Dimery-Seek, who has 12 years’ experience restoring and rebuilding vehicles for the US market. Both will divide their time between Twisted’s North Yorkshire HQ and Virginia.
Twisted founder and managing director Charles Fawcett said: “North America has been part of our plans for a number of years as demand there for the classic Defender is incredible. We want to position ourselves as the go-to specialists who offer the very best on the market.
“Ours will be a classic Defender that doesn’t look anything like any other SUV on the roads there. It’s quirky and it’s a quintessentially British icon.
“Tom is the perfect person to head the North America operation – he’s very driven and has considerable experience in the sector.”
Maxwell added: “I’m thrilled to be working with Twisted. I have followed the brand for many years. Defender is a vehicle I am very well acquainted with, and I have vast experience exporting into North America.
“The key is keeping clients involved in the process and ensuring the end product exceeds their expectations. This is something that I have no doubt I can do working with Twisted.”
