The United Kingdom's largest luxury car manufacturer, Jaguar Land Rover (JLR), has announced a £65m ($81m) investment to expand its customized paint services due to increasing demand from affluent clientele.
The expansion plan entails establishing new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia. Owned by India's Tata Group, JLR aims to more than double its bespoke paint operation, enabling customers to match the color of their exclusive Range Rover SV models to their private jets or yachts.
Jamal Hameedi, the director of special vehicle operations at JLR, noted, "Range Rover clients are increasingly opting for personalized vehicles with exclusive bespoke and premium paint options." By boosting production capacity, the company aims to cater to the escalating demand from Range Rover customers and clients across their other brands.
Additionally, the initiative is expected to enhance sustainability efforts by reducing energy and water consumption while minimizing paint waste.
In a similar move, Rolls-Royce recently announced the expansion of its Goodwood factory and global headquarters to keep pace with the rising requests for bespoke models. The plan also aligns with transitioning the manufacturing facility for an all-electric future.
Feedback on social media regarding the new Type 00 car varied, with some praising its design as "exciting" and "absolutely stunning," while others were critical, labeling it as "rubbish" and urging Jaguar's designers to "go back to the drawing board." Despite mixed reactions, Jaguar viewed the diverse responses as beneficial for repositioning the brand and boosting sales in the face of sluggish growth.