Electroweak-flavour and quark-lepton unification: a family non-universal path

We present a family-non-universal extension of the Standard Model where first two families feature both quark-lepton and electroweak-flavour unification, via $SU(4) \times Sp(4)_L Sp(4)_R$ gauge group, whereas unification for third family is realised \`a la Pati-Salam. Via staggered symmetry breaking steps, this construction offers natural explanation observed hierarchical pattern fermion masses mixings, while providing suppression flavour-changing processes involving generations. The last-but-one step in symmetry-breaking chain non-universal 4321 model, characterised by vector leptoquark naturally coupled mainly to generation. stability Higgs sector points 4321$\to$SM scale around TeV, with interesting phenomenological consequences $B$ physics collider that differ from those other known completions.