Jaguar Land Rover (JLR) announced plans to invest £65 million ($80.71 million) to expand its luxury paint services in the UK and Slovakia, aiming to cater to the rising demand for personalized vehicles among its high-end clientele.
As part of the investment, JLR will significantly increase the capacity of its SV Bespoke Paint service, allowing Range Rover SV customers to customize their vehicles with unique colors, including shades designed to match private jets or yachts.
The company plans to establish new paint facilities at Castle Bromwich in the West Midlands and Nitra, Slovakia, supporting its commitment to premium personalization.
This move aligns with an industry-wide trend as automakers target affluent buyers seeking greater individuality. Earlier this month, Rolls-Royce, a BMW subsidiary, announced a £300 million investment to enhance its bespoke offerings, including gold sculptures and mother-of-pearl detailing in its vehicles.
See also: JLR to Limit New Jaguar EV Platform to UK Production and Jaguar Models
