Jaguar Land Rover invests in custom paint services for luxury clients

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British car maker Jaguar Land Rover will invest £65 million (€77m) to expand its custom paint services, the firm announced on Monday.

New paint facilities will be created in Castle Bromwich in the UK, and Nitra in Slovakia, to support the operation.

Jaguar said it would more than double its capacity for custom paintwork to meet “growing demand for personalised luxury vehicles”.

Wealthy clients will be able to match their car’s palette with their private jet or yacht colours, added the company statement.

“SV Bespoke” custom paint jobs typically add £70,000 (€83,000) to the average selling price of a Range Rover, usually around £202,000 (€240,000).

Jaguar Land Rover said the investment would also help it to cut energy and water use as well as paint waste.

The decision follows a similar investment by competitor Rolls-Royce, which announced earlier in January that it would invest £300m (€357m) in expanding its Goodwood factory in the UK.

Rolls-Royce said the new site would allow it to create more bespoke vehicles.

Embellishments include solid gold bonnet sculptures, mother-of-pearl artwork, or LED light interiors to mirror the night sky.

In December, Jaguar also made headlines by launching a new electric concept car, known as: “Type 00”.

Mixed reactions to new branding

The vehicle prompted mixed reactions on social media, with some claiming the car maker had lost its way as a luxury brand.

Jaguar later suggested that it was seeking to divide opinion all along – therefore attracting more public attention.

Some internet users were particularly outraged at Jaguar’s alterations to its iconic cat logo.

A social media trailer for the new brand relaunch, which featured a diverse cast of models, was also criticised for being too “woke”.

Some argued that the snippet focused too heavily on inclusion without showing any cars.