Jaguar Land Rover is about to take a major turning point in its strategy by investing heavily in its painting infrastructure.
Faced with the growing demand for customized vehicles, the British automaker is injecting $81.2 million into expanding its facilities in the United Kingdom and Slovakia. This move is driven by a dual goal: to meet the expectations of increasingly demanding customers while reducing the environmental impact of one of the most energy-intensive processes in the automotive industry. But what exactly is behind this announcement?
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Jaguar Land Rover bets on customization
For several years now, personalization has become a key criterion for high-end car buyers—whether it’s Tailor Made at Ferrari, McLaren Special Operations, or Mulliner at Bentley. For the Jaguar Land Rover group, this trend is especially evident on the Range Rover and Range Rover Sport models, where the demand for custom colors has doubled since 2022. In response to this enthusiasm, the automaker has decided to significantly increase its capacity to produce special paints, notably through its SV Bespoke program, which allows customers to choose exclusive shades, sometimes even matching a yacht or a private jet. After all, why not?
The Castle Bromwich center in the UK will become the new epicenter of customization operations, with a budget of $59.2 million dedicated to modernizing its paint booths. New technologies will be deployed there to ensure better energy efficiency while improving the precision and quality of finishes.
A commitment to carbon neutrality
Automotive painting is one of the most polluting processes in the industry. About 80% of the operational emissions from automotive plants come from these workshops, mainly due to the thermal treatments required to fix paints and clear coats. Jaguar Land Rover aims to reduce this impact by investing in cutting-edge technologies and gradually adopting electric solutions to replace gas-powered ovens. The Nitra plant in Slovakia, where the Defender and Discovery models are assembled, will soon host a fully electric paint line—a first for the group. This $12.4 million investment will expand the range of custom colors available for these models while reducing energy consumption. The long-term goal is to gradually eliminate the emissions associated with painting, an essential step in the brand’s carbon neutrality strategy.
What does this massive investment mean?
With this investment, Jaguar Land Rover confirms its intent to position itself in the ultra-custom luxury segment. The SV Bespoke models, which feature the most exclusive finishes, are already highly sought after by the wealthiest customers. A Range Rover SV with custom paint costs on average $87,400 more than a standard model, bringing its total price to around $252,300. Moreover, the expansion of painting infrastructure is not limited to the most exclusive models. Jaguar Land Rover plans to offer extended customization options across its entire range, appealing to a broader audience while maintaining its high-end image.
This article explores Jaguar Land Rover’s strategic $81.2 million investment to expand its painting workshops to meet the growing demand for personalization. This project aims to offer more options to customers while reducing the environmental impact of production, illustrating the group’s ambition to combine luxury and sustainability.
Source & image: Jaguar Land Rover
