London, May 9 (IANS) In the race to capture the burgeoning global smartphone market, British automotive brand Jaguar Land Rover, currently owned by Tata Motors, is all set to launch smartphones and accessories by early 2017. For this, Land Rover has tied up with consumer electronics company Bullitt Group to develop a bespoke smartphone and range of accessories. “Incorporating iconic Land Rover design and innovative technology into the mobile phone sector with Bullitt Group presents an exciting challenge and fantastic opportunity to take the brand into a new dimension,” said Lindsay Weaver, director of licensing and branded goods at Jaguar Land Rover, in a statement recently. “An engineering and design team from Jaguar Land Rover special operations will be assigned to the partnership and subsequently deliver a number of bespoke applications tailored to Land Rover brand and product values,” Weaver added. According to Bullitt Group, the firm will partner with Land Rover to define and develop a groundbreaking portfolio of mobile devices and peripherals which will take the brand into a new and exciting commercial terrain. “With a combination of durability and elegance, the new range will be designed to be an active lifestyle partner, aimed at people who like to take on new challenges and go 'above and beyond' the ordinary,” said a statement. The portfolio will launch in early 2017 and will embody the core values of the Land Rover brand, featuring some truly innovative capabilities and technology. “We are confident the new range of products will perfectly encapsulate everything that Land Rover represents, appealing to those who already love the brand and providing an introduction to those who are yet to discover it,” noted Peter Stephens, CEO of Bullitt Group. Bullitt Group has been working with various clients on their tough and rugged smartphones in the past.