Jaguar Land Rover (JLR), the UK’s largest luxury car maker, is making a significant investment of £65 million ($81 million) to enhance its bespoke paint services in response to growing demand from wealthy clientele. The move, aimed at personalizing the luxury experience for customers, will see the company open new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia.
As part of the expansion, JLR plans to double its bespoke paint operations, offering clients the ability to match the color of their exclusive Range Rover SV models to their private jets or yachts, adding a unique touch to luxury vehicles.
Jamal Hameedi, Director of Special Vehicle Operations at JLR, highlighted the increasing demand for high-end, custom paint options, noting, "Range Rover clients are increasingly choosing to tailor their vehicles with more exclusive bespoke and elevated palette paints."
The new investment is expected to not only enhance the company’s ability to meet rising demand but also reduce energy and water usage, contributing to a more sustainable production process by minimizing paint waste.
This move mirrors a similar effort by Rolls-Royce, which recently announced a £300 million investment to create more highly-customized models for super-rich clients. Rolls-Royce's expansion of its Goodwood factory is also in preparation for the brand's transition to an all-electric vehicle lineup.
In other developments, Jaguar unveiled its controversial new electric concept car, the Type 00, which has sparked mixed reactions. While some fans have hailed it as "exciting" and "absolutely stunning," others have criticized its design, urging the brand to revisit its approach.
JLR’s move to expand its bespoke services and its continued push towards electrification signals the company's commitment to meeting the evolving demands of luxury car buyers while ensuring future sustainability.
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