Jaguar Land Rover (JLR) announced a significant investment of £65 million ($80.71 million) to expand its bespoke paint services in the United Kingdom and Slovakia. This initiative aims to cater to the growing demand for personalised luxury vehicles, enabling clients to customise their cars with unique colours, including those inspired by their private jets or yachts.
JLR’s investment will see the development of new facilities in Castle Bromwich, West Midlands, and Nitra, Slovakia. The expansion will more than double the capacity of its SV Bespoke Paint matching service, allowing Range Rover SV clients to create vehicles tailored to their specific preferences.
This move aligns JLR with other luxury automakers capitalising on the trend of ultra-personalisation in high-end vehicles. Earlier this month, Rolls-Royce Motor Cars, a subsidiary of BMW, announced a £300 million investment to enhance its bespoke car offerings. Rolls-Royce’s services include integrating luxurious elements such as gold sculptures and mother-of-pearl artwork.
By broadening its capabilities, JLR aims to strengthen its position in the luxury automotive market, appealing to clients who seek exclusivity and individuality in their vehicles. This investment reflects a wider trend among automakers to offer tailored services that meet the sophisticated tastes of affluent consumers.