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

UK’s largest luxury car maker invest £65m to expand its bespoke paint facilities to meet growing demand for personalised cars.

JLR said demand for personalised colour options across its Range Rover and Range Rover Sport models has doubled since FY22.

The firm also said that the demand for its most exclusive Range Rover SV models has also doubled in this financial year.

JLR notes that an SV Bespoke commission typically adds about £70k on top of the £202k average selling price of a Range Rover SV.

The UK’s largest luxury car manufacturer, Jaguar Land Rover (JLR), recently announced it will invest £65m ($81m) to expand its bespoke paint facilities globally to meet growing demand for personalised luxury vehicles.

The plan includes a £24m expansion at Nitra in Slovakia, where Defender and Discovery are manufactured, while Castle Bromwich in UK will have £41 million injected to transform it into the new home of SVO paint operations.

The firm, which is owned by India’s Tata Group, said client’s demand for personalised colour options across its Range Rover and Range Rover Sport models has more than double since FY22.

• See Also : JLR Announces Full Year Sales Of 428,854 Vehicles, 66.3% Had Mix Of Range Rover, Range Rover Sport And Defender 

JLR also said that the demand for its most exclusive Range Rover SV models has also doubled in this financial year, noting that an SV Bespoke commission typically adds an average of £70,000 on top of the £202,000 average selling price of a Range Rover SV.

“SVO is all about offering our clients unparalleled performance, luxury and capability. That includes the most exclusive, high quality colour finishes available,” said Jamal Hameedi, Director SVO.

“Range Rover clients are increasingly choosing to tailor their vehicles with more exclusive Bespoke and elevated palette paints. By increasing our capacity we can satisfy the demand growth from our Range Rover clients and also expand this service for the first time to clients of our other Brands”.

JLR said that new paint booths will use the latest most energy efficient technology and filtration techniques to cut energy and water use, and also utilise fully automated spray robots which reduce paint waste by 30 percent versus hand painting methods.

• See Also : Rolls-Royce Invest $376M In UK Plant Expansion To Meet Demand For Bespoke Cars From Ultra-wealthy Clients