Jaguar Land Rover (JLR), the UK’s largest luxury carmaker, has announced a £65 million ($81 million) investment to expand its bespoke paint services.
This move comes as the company seeks to meet increasing demand from wealthy clients looking for highly personalized vehicle finishes.
The investment will be used to establish new paint facilities at JLR’s sites in Castle Bromwich, West Midlands, and Nitra, Slovakia. With this expansion, the company aims to more than double its bespoke paint operations, enabling customers—particularly those purchasing Range Rover SV models—to tailor their vehicles with unique paint colors. These could include shades that match private jets or yachts, further aligning with the lifestyles of its high-end 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 move mirrors a similar strategy by Rolls-Royce, which recently announced a £300 million investment to enhance its customization capabilities. Rolls-Royce, a BMW subsidiary, has focused on bespoke car features such as gold sculptures and mother-of-pearl artwork, as well as preparing for an all-electric future.
The growing trend of customization among luxury car buyers reflects a shift in the market, with wealthy customers increasingly seeking vehicles that are as unique as they are functional.
JLR stated that the investment would not only meet rising demand but also contribute to sustainability goals. The company plans to reduce energy and water usage and minimize paint waste as part of its expanded operations.
This announcement comes amid JLR’s broader efforts to revitalize its brand and product offerings. Last month, the company revealed its Type 00 electric concept car, which sparked mixed reactions online. While some praised the design as “exciting” and “stunning,” others were less impressed. JLR suggested the polarizing feedback was intentional as it works to reposition itself in the competitive luxury automotive market.
