Jaguar Land Rover will expand its luxury paint services with an investment of £65 million

Jaguar Land Rover plans to spend £65 million to increase its luxury paint services for customized cars in Slovakia and the UK.

In order to satisfy the rising demand for customized cars from affluent customers, Jaguar Land Rover has declared that it would invest £65 million ($80.71 million) to extend its premium paint services in the UK and Slovakia. 

With the investment, JLR’s SV Bespoke Paint matching service, which enables Range Rover SV clients to personalize their cars in whatever color they choose, including hues that complement their private planes or yachts, will more than quadruple in capacity. 

“This expansion enables us to offer an even greater level of customization to our discerning clients, as we see an increasing demand for highly personalized vehicles,” a JLR representative stated. 

The business will open new paint factories in Castle Bromwich, West Midlands, and Nitra, Slovakia, as part of the growth. 

The action taken by JLR is in line with a similar pattern in the luxury car market.

BMW subsidiary Rolls-Royce Motor Cars stated earlier this month that it will invest £300 million to improve its custom options, which include opulent elements like mother-of-pearl artwork and gold sculptures. 

Both manufacturers are putting themselves in a position to benefit from the growing trend of customized luxury cars by providing their affluent customers with unique alternatives.