Jaguar Land Rover (JLR) is significantly expanding its luxury paint services, injecting £65 million ($80.71 million) into facilities in the UK and Slovakia. The move is designed to meet the increasing demand for highly personalized vehicles from its high-end clientele, the company announced on Monday.
The luxury car maker is joining the trend alongside rivals like Rolls-Royce Motor Cars, a subsidiary of BMW. JLR’s investment will more than double the capacity of its SV Bespoke Paint matching service, allowing Range Rover SV clients unprecedented flexibility to match their vehicles to any color imaginable, including those found on private jets or yachts.
New paint facilities will be established in Castle Bromwich, West Midlands, and Nitra, Slovakia. Earlier this month, Rolls-Royce announced a £300 million investment focused on bespoke car customization, offering everything from gold sculptures to mother-of-pearl artwork.
Reporting by Yamini Kalia in Bengaluru; Editing by Sahal Muhammed
