Michelle ThompsonJaguar Land Rover (JLR), the UK’s largest luxury car manufacturer, has announced a £65 million ($81 million) investment to expand its bespoke paint services in response to rising demand from affluent customers. The expansion includes new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia.
The company, owned by India’s Tata Group, plans to more than double its bespoke paint operations, including offering services to match the color of exclusive Range Rover SV models to clients’ private jets or yachts.
This move follows Rolls-Royce’s recent announcement of a £300 million investment to create more highly customized cars for wealthy clients. Jamal Hameedi, Director of Special Vehicle Operations at JLR, noted that Range Rover customers are increasingly choosing bespoke, exclusive paint palettes. The expanded capacity aims to meet this growing demand from both Range Rover and other JLR brand clients.
In addition, the plan aims to improve environmental sustainability by reducing energy and water consumption and minimizing paint waste.
Earlier this month, Rolls-Royce revealed plans to expand its Goodwood factory to accommodate the rising demand for bespoke models and prepare for the brand’s transition to an all-electric vehicle future.
Meanwhile, Jaguar recently unveiled the controversial electric Type 00 concept car, which has sparked mixed reactions on social media, with some praising it as exciting and others criticizing it. Despite the divided opinions, Jaguar views the response as part of its strategy to reset the brand and boost sales.
