Jaguar Land Rover (JLR) is set to revolutionize the luxury automotive sector with an impressive investment of £65 million aimed at expanding its bespoke paint services.
This strategic move allows customers to create personalized vehicles adorned in stunning, unique colors that truly reflect their individual lifestyles.
Personalized Luxury
Imagine matching the exact hue of your private jet or the exquisite shades of a superyacht.
With JLR’s Special Vehicle (SV) Bespoke paint service, your dream vehicle can become a reality.
Catering to those who demand excellence, this service provides an unmatched opportunity for personal expression.
Since 2022, interest in exclusive color options has surged, particularly among Range Rover SV fans.
In response, JLR is broadening its offerings to meet the growing appetite for individuality.
Customers now have access to an extensive range of bespoke shades and can even create entirely new colors tailored to their preferences—there are no limits to creativity.
Investment in Technology
For those looking to add a personal touch, a bespoke commission could enhance the already luxurious starting price of a Range Rover SV, which is £202,000, by about £70,000.
With this considerable investment, JLR aims to double its capacity to fulfill bespoke paint orders, promising over 17,000 custom finishes every year.
A director in Special Vehicle Operations noted that modern luxury is all about personalized expression.
From matching a favorite accessory to complementing cherished possessions, the goal is to bring these unique visions to life.
This financial commitment enables unparalleled craftsmanship and exclusivity in the automotive industry.
To support this initiative, JLR plans to invest heavily in advanced facilities that blend innovation with artistry, ensuring top-notch quality.
At Castle Bromwich in the UK, £26 million will replace outdated paint booths with state-of-the-art technology that prioritizes precision and efficiency.
These new booths will utilize automated spray systems to deliver uniform results while cutting paint waste by 30%, making the application of even the rarest colors more sustainable.
Sustainability Commitment
In parallel, a £10 million investment in Nitra, Slovakia, will unveil a universal paint line featuring pioneering technologies like electric curing ovens and a smart oven system.
This new setup will optimize energy consumption and offer limitless color variations, from striking metallics to custom matte shades.
Additionally, JLR intends to expand these bespoke services beyond just the Range Rover line, ensuring that every luxury model in its collection can be transformed into a distinctive masterpiece.
A representative from JLR’s sustainability team emphasized that their focus extends beyond just manufacturing vehicles; it’s about creating art that embodies the dreams of their clients.
They are committed to realizing these aspirations with breathtaking results.
Beyond opulence, JLR is also dedicated to sustainability.
The paint shop’s traditionally high carbon footprint will be addressed through energy-efficient practices.
The new heat recovery system at Castle Bromwich is expected to decrease emissions by 2,250 tonnes of CO2 annually—equivalent to the energy saved from about 2,200 barrels of oil.
JLR firmly believes that luxury and environmental responsibility can coexist.
Their clientele expects nothing less than perfection, and the company is resolute in meeting these expectations in a way that aligns with both their clients’ values and the health of our planet.