Jaguar Land Rover Invest $80m To Meet Wealthy Client’s Demand For Personalised Paint Options

Jaguar Land Rover, the UK’s largest luxury car manufacturer, is investing £65 million to expand its custom paint facilities in response to the increasing demand for personalized vehicles. The company stated that the desire for customized color options for Range Rover and Range Rover Sport models has more than doubled since the previous fiscal year.

Additionally, there has been a significant rise in demand for the exclusive Range Rover SV models during this financial year. It was highlighted that opting for an SV Bespoke commission typically adds around £70,000 to the average selling price of a Range Rover SV, which is £202,000.

JLR, a subsidiary of India’s Tata Group, shared that the investment will include a £24 million expansion at the Nitra plant in Slovakia, where Defender and Discovery vehicles are produced, and a £41 million upgrade at Castle Bromwich in the UK to establish it as the new hub for SVO paint operations.

The company emphasized the importance of providing clients with top-tier performance, luxury, and capability, including premium color finishes. By enhancing their capacity, JLR aims to meet the growing demand for personalized vehicles from Range Rover clients and extend this service to customers of their other brands for the first time. The new paint booths will feature advanced energy-efficient technology and filtration methods to reduce energy and water consumption, along with fully automated spray robots that cut paint wastage by 30% compared to manual painting techniques.