Jaguar Land Rover has announced that it will invest £65 million ($80.71 million) to expand its luxury paint services in the UK and Slovakia, aiming to meet the growing demand for personalised vehicles from high-end clients.
The investment will more than double the capacity of JLR’s SV Bespoke Paint matching service, which allows Range Rover SV customers to customise their vehicles in any color of their choice—including shades that match their private jets or yachts.
“We are seeing an increasing demand for highly personalized vehicles, and this expansion allows us to offer an even greater level of customization to our discerning clients,” a JLR spokesperson said.
As part of the expansion, the company will establish new paint facilities in Castle Bromwich, West Midlands, and Nitra, Slovakia.
JLR’s move follows a similar trend in the luxury automotive industry. Earlier this month, Rolls-Royce Motor Cars, a unit of BMW, announced a £300 million investment to enhance its bespoke offerings, which include luxury features such as gold sculptures and mother-of-pearl artwork
With the rising demand for personalised luxury vehicles, both automakers are positioning themselves to capitalise on the trend by offering exclusive options to their elite clientele.