Jaguar Land Rover bets $80m on bespoke paint services

Jaguar Land Rover, the largest luxury car manufacturer in the UK, has announced an exciting plan to invest £65 million, which is approximately $81 million, to enhance its bespoke paint services. This decision comes in response to the increasing demand from affluent customers who desire unique and personalized vehicles. The company intends to establish new paint facilities in Castle Bromwich, UK, and Nitra, Slovakia, to cater to this growing market. Owned by Tata Group from India, Jaguar Land Rover aims to provide its clients with the ability to customize their cars, including matching the colors of exclusive Range Rover SV models to their private jets or yachts. This move is significant as it reflects the company's commitment to meeting the specific needs of its wealthy clientele. Jamal Hameedi, the director of special vehicle operations at Jaguar Land Rover, stated, 'Range Rover clients are increasingly choosing to tailor their vehicles with more exclusive bespoke and elevated palette paints. ' By expanding their capacity, the company hopes to satisfy the rising demand from Range Rover clients and customers of their other brands. Furthermore, this investment is not just about creating beautiful cars; it also has environmental benefits. The company has indicated that the new plan will help reduce energy and water consumption, as well as minimize paint waste. This is a crucial step towards sustainability in the automotive industry. Earlier this month, Rolls-Royce, another luxury car manufacturer, announced its own expansion plans for its Goodwood factory and global headquarters to meet the growing demand for bespoke models. Rolls-Royce emphasized that their expansion would also prepare their manufacturing facility for a future focused on all-battery electric vehicles. The automotive industry is clearly shifting towards more customized and environmentally friendly options. Recently, Jaguar Land Rover introduced a new car design, the Type 00, which received mixed reactions on social media. Some users described the car as 'exciting' and 'absolutely stunning,' while others criticized it as 'rubbish' and suggested that the designers should 'go back to the drawing board. ' Despite the mixed reviews, Jaguar Land Rover believes that this kind of feedback is exactly what they were aiming for, as they seek to refresh their brand and boost their sales.