London, UK: Jaguar Land Rover (JLR), the UK’s largest luxury carmaker, has announced a £65mn ($81mn) investment to expand its bespoke paint services, driven by rising demand from high-net-worth clients.
The expansion includes new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia, enabling JLR to more than double its bespoke paint operations. The company plans to offer tailored services, such as matching the colours of exclusive Range Rover SV models to clients’ private jets or yachts.
“Range Rover clients are increasingly opting for more exclusive bespoke and elevated palette paints,” said Jamal Hameedi, Director of Special Vehicle Operations at JLR. “Expanding our capacity allows us to meet this growing demand across our Range Rover lineup and other brands.”
In addition to customization, the initiative aims to improve sustainability by reducing energy and water use, as well as minimizing paint waste during production.
This announcement follows a similar move by Rolls-Royce, which recently revealed a £300 million investment to increase production of highly customized models for its wealthy clientele. Rolls-Royce is also expanding its Goodwood factory and preparing for its transition to an all-electric vehicle lineup.
Last month, Jaguar unveiled its Type 00 electric concept car, which generated mixed reactions on social media. Some users praised it as “exciting” and “absolutely stunning,” while others criticized it as “rubbish” and suggested the designers “go back to the drawing board.” The carmaker, however, welcomed the polarizing responses, viewing the bold design as part of its strategy to reset the brand and revive sluggish sales.
This dual focus on innovation and customization reflects JLR’s commitment to staying competitive in the luxury car market while appealing to an elite customer base seeking exclusivity and sustainability.
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