Jaguar Land Rover (JLR), the UK’s largest luxury carmaker owned by Tata Group, announced a £65m investment to expand bespoke paint services, with new facilities in Castle Bromwich, UK, and Nitra, Slovakia.
The move aims to meet rising demand from affluent clients seeking to match their Range Rover SV models to private jets or yachts.
This follows a similar £300m investment by Rolls-Royce to cater to super-rich customers with highly customised vehicles.
JLR’s expansion will double its bespoke paint operations while also cutting energy and water use, aligning with its sustainability goals.
The announcement coincides with Jaguar’s efforts to reset its brand, including unveiling a polarizing new electric concept car, as it seeks to revive sales and modernise its offerings.
Cutting energy and water use while catering to the super rich! Woke w***ers.