Jaguar Land Rover (JLR), the UK’s biggest luxury carmaker, plans to spend £65m ($81m) to expand its custom paint services as more wealthy customers want personalized cars.

According to the BBC, this includes opening new painting centers in Castle Bromwich, UK, and Nitra, Slovakia.

The company, owned by India’s Tata Group, wants to double its bespoke paint services. JLR says some clients want their Range Rover SV models to match the colors of their private jets or yachts.

BBC also noted that this trend follows a similar move by Rolls-Royce, which announced a £300m investment earlier this month to create more custom vehicles for its super-rich clients.

Jamal Hameedi, JLR’s director of special vehicle operations, said wealthy Range Rover owners are requesting more exclusive colors, and expanding these services will meet the growing demand.

BBC explained that this move will not only boost JLR’s capacity but also reduce energy, water use, and paint waste, making it more eco-friendly.

Earlier, Rolls-Royce revealed it’s upgrading its Goodwood factory to handle more custom orders and prepare for its switch to all-electric cars. Meanwhile, JLR also unveiled an electric concept car last month that sparked mixed reactions online.

BBC reported that while some praised it as “exciting,” others dismissed it as “rubbish.” Still, JLR said this bold move was intentional to reset the brand and revive sluggish sales.

Credit : BBC

https://www.bbc.com/news/articles/c897dwdvp43o

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