The new division will be responsible for designing and creating a portfolio of ‘brand extending products’, said a press release, ranging from high value halo vehicles to lifestyle merchandise products.
The firm says Edwards will be responsible for the company’s ‘Engineered To Order’ division, accessories, licensing and merchandise activities, vehicle operations and heritage vehicles across both brands.
JLR’s chief executive Dr Ralf Speth said: ‘The introduction of the Individual Products Division is an exciting new opportunity for Jaguar Land Rover and is designed to sharpen our relentless focus on delivering outstanding products for our customers – past, present and future.
‘John brings a wealth of experience to the role which will be integral to supporting our future growth strategy.’
Edwards joined Jaguar Land Rover as a graduate and has held a number of senior management positions, most recently Land Rover global brand director.
Commenting on his new role, Edwards said: ‘This is a great opportunity to establish a new business within a business.
‘Both Jaguar and Land Rover are world renowned brands that evoke strong emotional connections with customers the world over. We intend to ensure that our product offering constantly evolves to further enhance the experience of owning one of our products.
‘This new division aims to develop that additional dimension.’