Jaguar Land Rover focuses on personalization and ecology

Faced with growing demand for customized vehicles, Jaguar Land Rover is investing nearly 78.5 million euros in its paint lines to offer more options while reducing its ecological footprint.

Automotive luxury through color

Customization has become a must in the automotive luxury sector. At Jaguar Land Rover, requests for bespoke colors have doubled in the space of a year, prompting the British automaker to more than double production capacity on its paint lines. With modernized facilities at Castle Bromwich (UK) and Nitra (Slovakia), the brand will be able to process around 17,000 additional orders per year.

Some requests even go as far as matching the color of a Range Rover to a private jet or yacht. An exclusive service, but also a very lucrative one: the SV Bespoke program increases the price of a vehicle by an average of 35%.

A commitment to sustainability

In addition to aesthetics, this investment also meets environmental imperatives. Paint shops are responsible for 80% of Jaguar Land Rover’s operational emissions. To reduce this impact, the brand is installing new-generation cabins this year. These installations will improve water and energy filtration, while an automated spraying mode will reduce paint wastage by 30% compared with traditional methods.

In Slovakia, where the Defender and Discovery are produced, a new paint line will incorporate electric drying ovens, which consume less energy than gas models. 120 jobs will be created at the Nitra site.

Personalization, a booming market

Jaguar Land Rover is not alone in investing in this area. Earlier this year, Rolls-Royce announced a 357 million euro investment to expand its Goodwood site and strengthen its customization services. Proof that customization is now a major issue in the luxury car industry.

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