Investment in Sustainable Expansion
Jaguar Land Rover (JLR) is making waves in the luxury automobile market by investing £65 million into expanding its bespoke paint facilities worldwide.
This bold initiative is designed to not only satisfy the increasing desire for personalised luxury vehicles but also to reduce the environmental impact of one of the automotive industry’s most carbon-heavy processes.
Since 2022, there has been a remarkable surge in customer interest for personalised colour options.
Clients can now choose from a diverse selection of Bespoke Paint and premium palettes for cherished models like the Range Rover and Range Rover Sport.
The demand for the prestigious Range Rover SV has also seen a significant uptick, doubling in popularity this year alone.
Enhancing Technology and Facilities
As UK’s leading manufacturer of luxury vehicles, JLR recognizes this trend and plans to more than double its capacity for Bespoke Paint and premium palettes.
This involves establishing new state-of-the-art facilities in Castle Bromwich, West Midlands, and Nitra, Slovakia.
The anticipated outcome? An additional 17,000 client orders each year, alongside the introduction of exclusive paint colours across more of its model range.
As part of a broader £41 million investment to modernise its Special Vehicle Operations (SVO) division, JLR is set to allocate £26 million to enhancing current paint booths with sophisticated, energy-efficient technology, expected to go live in 2025.
These upgraded booths will feature advanced energy-saving mechanisms and improved filtration systems, leading to substantial reductions in both energy and water usage.
Moreover, the new fully automated spray robots promise to reduce paint waste by 30% compared to traditional hand-painting techniques, all while delivering exceptional quality through greater precision.
With this expansion, the luxury carmaker also aims to enhance its SV Bespoke Paint matching service.
Here, customers can customize their Range Rover SV in any colour, sometimes even mirroring hues from their private jets or yachts.
Such tailored commissions can increase the price by an astounding average of £70,000, stacking on top of the base price of £202,000.
Commitment to Sustainability
In Nitra, a new £10 million universal paint line is on the horizon, set to begin construction this year.
This facility, which will be responsible for producing the Defender and Discovery models, will boast features like electric paint booths and curing ovens, aiming to cut down approximately 500 tonnes of CO2 emissions annually.
This step is significant as it marks JLR’s commitment to transitioning from traditional gas sources to more sustainable, lower-carbon energy alternatives.
This pioneering paint line will be a first of its kind in Slovakia and within JLR itself, enabling an expansive array of colour choices and fulfilling the full spectrum of Bespoke Paint and Elevated Offer Palette capabilities.
The project is expected to create around 120 jobs in the area, with the new production line anticipated to start in 2026.
To further enhance operational efficiency, JLR has implemented a Smart Oven control system that toggles off during downtime.
Additionally, a heat exchanger recycles heat from the paint shop’s flue gas, boosting heating and cooling efficiency while cutting down another estimated 2,250 tonnes of CO2 emissions annually—equivalent to saving over 2,200 barrels of oil.
This initiative could result in approximately £750,000 in annual savings for JLR.
Amid rising enthusiasm for personalised vehicle options, JLR is strategically expanding its capabilities to offer even more colour choices across its luxury brands, all while prioritising sustainability and operational efficiency.
With paint shops accounting for around 80% of the company’s operational emissions, the potential for process optimisation is significant.
JLR aims to tackle the varying challenges across its facilities—some outdated, others more modern—while making strategic investments in technologies that align with its long-term goal of achieving net-zero emissions in the coming decades.
In conclusion, JLR remains steadfast in its commitment to delivering unparalleled performance, luxury, and capability to its customers, increasingly focusing on exclusive bespoke options.
With expanded capacity and new initiatives, JLR is poised to meet the burgeoning demand from Range Rover enthusiasts and beyond, ensuring a personalised touch across all its luxurious offerings.