Image Credit: Jaguar Land Rover
Jaguar Land Rover (JLR), the UK’s largest luxury carmaker, has announced a £65 million ($81 million) investment to expand its bespoke paint services. The move responds to growing demand from affluent customers seeking personalized touches for their luxury vehicles.
Expanding Global Facilities:
The investment will fund the development of new paint facilities at JLR’s Castle Bromwich site in the UK and Nitra, Slovakia. These expansions aim to more than double the company’s bespoke paint operations, catering to clients who wish to match the colours of their exclusive Range Rover SV models to private jets, yachts, or other luxury possessions.
This follows a similar strategy by Rolls-Royce, which recently announced a £300 million investment to increase production of highly customized vehicles for its elite clientele.
"Range Rover clients are increasingly choosing to tailor their vehicles with more exclusive bespoke and elevated palette paints," said Jamal Hameedi, director of special vehicle operations at JLR.
"By increasing our capacity, we can satisfy the demand growth from our Range Rover clients and... clients of our other brands."
JLR’s plan also emphasizes sustainability. The upgraded paint facilities will incorporate technologies to reduce energy and water consumption while minimizing paint waste. This aligns with the company’s broader goals of improving its environmental footprint as part of its modernization efforts.
Adapting to Market Trends:
The bespoke paint initiative comes amid JLR’s push to redefine its brand identity. This includes the recent unveiling of its controversial Type 00 electric concept car, which sparked mixed reactions on social media. While some hailed the design as “stunning,” others were less enthusiastic. JLR, however, suggested the strong reactions were intentional, signalling its effort to reset its brand and reinvigorate sales.
JLR’s announcement highlights a broader trend among luxury carmakers: increasing demand for personalization and customization from wealthy buyers. Rolls-Royce, for instance, is expanding its Goodwood factory to meet similar demand and prepare for its transition to an all-electric vehicle lineup.
Owned by India’s Tata Group, Jaguar Land Rover is leveraging this investment to appeal to high-net-worth clients while addressing sustainability goals. With bespoke services becoming a critical aspect of the luxury automotive market, the company aims to solidify its position as a leader in the sector while navigating the industry's shift toward electric mobility.