ECD Auto Design recently published a comparison of restoration builders that included Shoreline Vehicle Design. We appreciate being included, and we think the piece is worth responding to, because when you read it closely it makes a stronger case for us than it does for ECD.
On build hours and lead times
The article lists our 3,000 plus hours of craftsmanship as a drawback, on the basis that more hours mean longer lead times and higher cost. More hours do mean more quality. They do not automatically mean a longer wait. Hours and calendar time are two different things, and how long a car takes to reach a client depends on how a workshop is resourced, scheduled and staffed, not simply on how much work goes into the vehicle. We plan our builds so that the work gets done properly without the programme dragging on.
The more useful question is the one the article does not ask. If a builder is not putting those hours into a car, what is being left out? Every hour on a restoration is spent somewhere, on preparation, fit, finish, wiring, sound deadening, testing and the hundreds of small corrections that separate a good car from an exceptional one. Fewer hours is not an efficiency. It is a decision about where to stop.
On pricing
The comparison states that our pricing is not published. That is not correct. Our pricing is published and available to anyone who wants to look at it, across our Heritage, Beach, Villain, and Modern editions. It is also, by a considerable margin, lower than ECD's, whose own entry in the same table lists pricing that starts in the six-figure range. We are comfortable being compared on price, which is why we put ours in the open.
On availability
The article suggests our builds are unsuitable for anyone who does not want to wait. We do hold completed cars. We simply do not publish every one of them. If you want a finished vehicle now, ask us what is available. There is usually more on the floor than there is on the website.
On having to enquire about options
This one is fair, and it is deliberate. We do not publish an exhaustive list of every specification, material and upgrade we offer, because we do not think a drop down menu is the right way to commission a car of this kind. Our clients get a conversation with people who build these vehicles, who can talk through what will actually suit the way they intend to use the car. That is a service, not an obstacle. If you would prefer to be served by a website, there are places that will do that.
On client experience
The article credits our online portal for giving clients a stage by stage view of their build and keeping them involved throughout. We agree, and we are glad it was noticed. It is one of the things we have invested most heavily in, because a commissioned car should not be a black box for the many months it is being built. You can read more about how that works on our build process page.
On positioning
The table describes ECD as best for high net worth collectors seeking luxury restorations, and describes us as best for enthusiasts who value transparency and custom options. We would gently point out that these are not opposites. Luxury is our entire focus. Transparency and genuine customisation are how we deliver it, not a consolation prize offered in place of it. Collectors are not a separate audience from people who want to know exactly what has gone into their car.
On drivetrains
The article acknowledges that we offer a broad range of engines for defenders alongside original land rover engine rebuilds, which is the same range it credits to ECD, and then recommends ECD for innovative drivetrain conversions. If the options are the same, there is nothing to choose between us on that basis. We are not sure why it was raised. Anyone curious can see the full breakdown on our engine options page.
In summary
Read plainly, the comparison says we put more hours into our cars, offer better transparency, provide better tools for clients to follow their build, publish our pricing, charge less, and offer the same drivetrain options. We will happily accept that assessment.
Thank you to ECD for the write up. If you are considering a commission and would like to see our pricing, our current stock, or what we can do with your specification, get in touch with us directly. We would rather talk to you than sell to you through a form.
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