Demand for Bespoke Vehicles Drives JLR’s £65M Investment in Paint Shops
Jaguar Land Rover (JLR) is reinforcing its position in the luxury automotive market by investing £65 million to expand its bespoke paint facilities. This move is a response to rising demand for high-end, personalized vehicles, as affluent buyers increasingly seek customization beyond standard factory options. The expansion will more than double the capacity of JLR’s SV Bespoke Paint service, offering customers a broader range of exclusive paint finishes, including the ability to match their vehicle’s color to private jets, yachts, or unique design inspirations.
The investment is split between two key sites: Castle Bromwich in the UK and Nitra in Slovakia. These locations will house state-of-the-art paint application technology, improving efficiency and sustainability while meeting the growing need for ultra-personalized vehicle finishes. The project is part of a broader luxury market shift toward exclusivity, with other premium carmakers—such as Rolls-Royce—similarly increasing their investment in bespoke services.
The rise of bespoke luxury car services
Personalization in the luxury vehicle market is no longer an added extra—it’s an expectation. High-end car buyers are willing to pay significant premiums for custom paint colors, hand-crafted interiors, and unique trim details that set their vehicles apart.
JLR’s move aligns with similar strategies from rival brands. Rolls-Royce Motor Cars recently committed £300 million to enhance its bespoke and coachbuilding capabilities at its Goodwood facility. The investment follows a 10% year-on-year increase in bespoke orders, reflecting a widespread shift in consumer preference for tailor-made vehicles.
For JLR, demand for SV Bespoke Paint services has surged, making expansion a necessity. Currently, the brand’s personalization capacity is stretched, with wait times increasing due to high customer interest. The new facilities will address these challenges, providing greater flexibility and faster turnaround times for buyers seeking exclusive vehicle finishes.
What JLR’s new facilities will offer
JLR’s £65 million investment is being directed toward enhancing two key manufacturing locations, each with a specialized focus:
Castle Bromwich, UK (£41 million investment)
Will become the home of Special Vehicle Operations (SVO) paint operations.
Will receive new energy-efficient paint booths, replacing older systems.
Will introduce advanced robotic paint technology for greater accuracy and efficiency.
Nitra, Slovakia (£24 million investment)
Will introduce an electric universal paint line, offering near-unlimited color options.
Will create 120 new jobs, boosting employment in the region.
Will help support JLR’s expanding European luxury vehicle production.
These upgraded facilities will enable JLR to apply its signature handcrafted, precision-driven approach to an even wider range of bespoke paint applications. Additionally, new automation technologies will help improve efficiency while ensuring impeccable quality control in every finished vehicle.
Sustainability and efficiency in manufacturing
Beyond offering more customization options, JLR’s investment also supports its sustainability goals. The company has committed to achieving net-zero carbon emissions by 2039, and its manufacturing facilities are being adapted to align with this objective.
Key sustainability improvements include:
- Castle Bromwich facility upgrades:
- Energy-efficient paint booths will significantly cut electricity and water usage.
- Older equipment will be replaced with low-impact, high-precision spray systems.
- Nitra’s new electric universal paint line:
- Reduces chemical waste and energy consumption.
- Supports JLR’s long-term goal of fully electrified paint shops.
By integrating energy-efficient solutions, JLR aims to reduce its carbon footprint while maintaining its high standards for craftsmanship. These initiatives align with industry-wide sustainability efforts, as luxury automakers increasingly seek greener production methods without compromising on quality.
Economic impact and job creation
JLR’s expansion is also a significant boost to the economy, particularly in Slovakia, where the £24 million investment will create 120 new jobs at the Nitra plant. The Castle Bromwich transformation will help retain and support skilled workers in the UK’s automotive sector, safeguarding jobs in a highly specialized manufacturing field.
The ability to offer faster turnaround times and unrivaled personalization will be key selling points, reinforcing Range Rover SV’s appeal to high-net-worth customers. With customer preferences shifting toward tailor-made vehicles, JLR is ensuring it can meet demand while advancing sustainability and efficiency in its operations.
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