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Jaguar Land Rover (JLR) announced plans to invest £65 million ($80.71 million) in expanding its bespoke luxury paint services in the UK and Slovakia. This move caters to growing demand from high-end clients seeking personalized vehicles, aligning with a broader trend in the luxury car market.
The expansion will more than double the capacity of JLR's SV Bespoke Paint service, enabling Range Rover SV customers to customize their cars with unique colors, including shades that match their private jets or yachts. New paint facilities will be established in Castle Bromwich, West Midlands, and Nitra, Slovakia, to support the initiative.
JLR's investment mirrors efforts by competitors like Rolls-Royce Motor Cars, owned by BMW, which recently announced a £300 million investment to enhance its bespoke car offerings. Rolls-Royce aims to attract affluent clients with personalized features, including gold sculptures and mother-of-pearl artwork.
The growing interest in bespoke luxury reflects a shift in consumer preferences, with wealthy buyers prioritizing exclusivity and personalization. By expanding its paint-matching capabilities, JLR strengthens its position in this lucrative market, appealing to discerning clients looking for tailor-made vehicles.
This strategic move underscores JLR's commitment to innovation and customer satisfaction, leveraging its expertise to deliver unmatched luxury experiences. As the demand for bespoke vehicles rises, JLR’s investment positions the company to capitalize on this premium market segment effectively.
