Jaguar Land Rover Invests $81M to Elevate Bespoke Paint Services for Luxury Vehicles

Jaguar Land Rover (JLR), the UK’s largest luxury car manufacturer, is set to invest £65 million ($81 million) to enhance its bespoke paint services, catering to an increasing demand from affluent clients for personalized customization. This strategic move will involve the establishment of new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia, with the goal of more than doubling the current bespoke paint operations. JLR aims to enable customers to match the unique colors of high-end Range Rover SV models with their private jets or yachts.

Jamal Hameedi, the director of special vehicle operations at JLR, indicated that Range Rover owners are opting for more exclusive color palettes, and this expansion intends to meet that growing demand across all brands within the company. In addition to enhancing customization, the new facilities are designed to be more sustainable, targeting reductions in energy and water consumption while minimizing paint waste.

This investment follows a recent announcement from Rolls-Royce, which disclosed a £300 million investment to upscale its bespoke vehicle offerings for ultra-wealthy clients, showcasing a broader trend within the luxury automotive sector towards heightened customization capabilities.

Amid these developments, Jaguar recently revealed a controversial new electric concept car, Type 00. Social media reactions varied, with some praising its design and others criticizing it, yet the automaker suggested that the mixed feedback aligns with its goal to redefine the brand and invigorate lagging sales.