JLR Boosts Bespoke Offerings via Sustainable Paint Evolution
Jaguar Land Rover (JLR), the UK’s luxury vehicle manufacturer, has announced a transformative £81m (US$101.5m) investment to expand its paint operations across the UK and Europe.
This move is driven by surging demand for personalised vehicles, particularly bespoke paint finishes. At the same time, JLR is taking significant steps to align its operations with its net-zero sustainability goals.
The investment reflects a dual commitment to meeting consumer expectations for high-end customisation and minimising the environmental impact of one of the most carbon-intensive manufacturing processes in the automotive industry.
Doubling capacity for bespoke paint
Personalisation has become a defining aspect of luxury car ownership and JLR’s clients are increasingly drawn to bespoke and elevated palette paint options. The company has reported a doubling of demand for these customisations since FY22, particularly among buyers of the exclusive Range Rover SV models.
To meet this demand, JLR is set to more than double its bespoke paint capacity. New facilities will be established in Castle Bromwich, UK and Nitra, Slovakia, allowing it to fulfil an additional 17,000 client orders annually.
For the first time, JLR plans to extend its most exclusive paint offerings beyond Range Rover, introducing them across its other brands.
A sustainable future for Castle Bromwich
Castle Bromwich will benefit from millions investment to transform its existing paint operations into a state-of-the-art facility for JLR’s Special Vehicle Operations (SVO). A portion of this will go towards replacing aging paint booths with highly efficient alternatives.
These new booths will use cutting-edge technology to significantly reduce energy and water usage. Automated spray robots will replace traditional hand-painting methods, reducing paint waste by 30% and delivering superior consistency and precision.
“By increasing our capacity, we can satisfy demand growth from our Range Rover clients and expand this service to clients of our other brands," says Jamal Hameedi, Director of SVO.
Enhancing JLR's Nitra facility
Meanwhile, JLR is investing £29.9m (US$37.5m) in its Nitra facility in Slovakia, where a revolutionary universal paint line will be installed.
The facility will feature a fully-electric paint booth and curing ovens, marking a significant shift towards lower-carbon operations.
“Paint shops are very energy-intensive, accounting for around 80% of our operational emissions," says Andrea Debbane, Chief Sustainability Officer at JLR.
"It represents our biggest opportunity to reduce emissions and advance toward our net-zero goal.
The new electric ovens alone are projected to save 500 tonnes of CO2 emissions annually. Complementary systems, such as a heat exchanger to recover flue gas energy, will further enhance efficiency, saving 2,250 tonnes of CO2 per year and reducing operational costs by approximately US$936.
Delivering luxury through innovation
JLR’s bespoke paint options enable clients to achieve unparalleled levels of personalisation. From colour-matching to private jets or yachts, to creating entirely one-of-a-kind hues, these choices represent the height of luxury customisation. Buyers of a Range Rover SV can expect to add an average of US$87,000 to the base price of US$252,000 for bespoke commissions.
The new facilities in Slovakia will be the first of their kind for both JLR and the region. They will offer an extensive range of colour variations, providing full bespoke capabilities.
Construction is set to begin this year, with 120 new jobs created and operations are expected to begin in 2026.
Sustainability: A core part of the Reimagine strategy
JLR’s investment is a key part of its Reimagine strategy, which centres on reducing the environmental impact of its manufacturing processes. As the luxury automotive industry evolves, JLR’s dual focus on customisation and sustainability sets a new standard for innovation within the sector.
"We need to optimise where we can while investing for the long term to meet our net-zero goals," Andrea concludes.
The initiative demonstrates JLR’s dedication to redefining luxury while embracing sustainability—a move that promises to shape the future of automotive manufacturing.
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