Jaguar Land Rover (JLR), the UK’s largest luxury car maker, has announced a significant investment of £65 million ($81 million) to expand its bespoke paint services. This expansion comes as part of the company’s strategy to meet growing demand from wealthy customers seeking tailored options for their vehicles.
The investment will go toward building new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia. This development is expected to double the company’s bespoke paint operations. JLR plans to offer a higher level of customization, including matching the color of Range Rover SV models to private jets and yachts. This move highlights the increasing demand for luxury cars that reflect the personal tastes of their affluent owners.
The decision to expand comes shortly after Rolls-Royce, a major player in the ultra-luxury car market, revealed its £300 million investment in expanding its bespoke offerings. Rolls-Royce is focused on providing even more highly-customized versions of its cars for super-rich customers, signaling a trend in the luxury automotive market toward greater personalization.
Jamal Hameedi, director of special vehicle operations at JLR, expressed that Range Rover clients, in particular, are opting for more exclusive bespoke paint options to enhance the individuality of their vehicles. The expanded capacity will allow JLR to cater to the growing demand not only from Range Rover buyers but also from customers of its other brands, including Jaguar.
This expansion also reflects JLR’s commitment to sustainability. The company plans to reduce energy and water consumption in the paint process while minimizing paint waste. As the automotive industry continues to focus on environmental responsibility, JLR’s initiative is in line with broader efforts to improve manufacturing processes across the sector.
While the investment in bespoke paint services is a clear indication of JLR’s ambition to enhance its luxury offerings, the company’s bold move to unveil a new electric concept car last month has generated mixed reactions. Jaguar’s Type 00 electric vehicle concept drew both praise and criticism on social media, with some calling it “exciting” and others dismissing it as “rubbish.” Despite the divided response, JLR appears undeterred, with the launch of the concept car aimed at resetting the brand and revitalizing sales.
The expansion of bespoke paint services demonstrates JLR’s commitment to maintaining its competitive edge in the luxury car market, as the company continues to innovate and meet the evolving preferences of its elite customer base.
