JLR takes ultra-luxury bespoke paint to next level, no colour off-limits

Jaguar Land Rover (JLR) is taking automotive luxury to new heights with a £65 million investment in its bespoke paint operations, allowing clients to customise their vehicles with colours as unique and extravagant as their lifestyles.

From matching the shade of their private jet to recreating the exact hue of their superyacht, JLR’s Special Vehicle (SV) Bespoke paint service will offer the ultimate in personalisation for those who demand nothing less than perfection.

With demand for bespoke colours more than doubling since 2022, particularly from Range Rover SV buyers, JLR’s move is a response to a growing clientele seeking exclusive, head-turning finishes. Clients can choose from hundreds of bespoke shades or create entirely new colours tailored to their preferences - with no request too bold or ambitious.

A typical SV Bespoke commission can add an average of £70,000 to the price of a Range Rover SV, which already starts at £202,000.

The investment will double JLR's current capacity for bespoke paint orders,and will be able to offer over 17,000 additional customisations per year.

"Luxury today is all about individuality, and our clients are taking it to the next level," said Jamal Hameedi, director of Special Vehicle Operations (SVO). "Whether it’s matching their Range Rover to a cherished possession, a favourite designer handbag, or even the colour of their yacht, we’re here to make it happen. With this investment, we can deliver a level of exclusivity and craftsmanship that’s unmatched in the automotive world."

JLR’s investment is focused on state-of-the-art facilities that combine artistry with cutting-edge technology to deliver impeccable quality. At the Castle Bromwich facility in the UK, £26m will be spent on replacing older paint booths with ultra-modern ones designed for precision and efficiency. These booths will use automated spray robots to achieve consistency and precision. The new booths will also cut paint waste by 30%, ensuring that even the most exclusive colours are applied sustainably.

Meanwhile, JLR’s £10m investment in a new universal paint line in Nitra, Slovakia, will introduce groundbreaking capabilities, including electric curing ovens and a smart oven system that optimises energy use while maintaining flawless finishes. It will offer unlimited colour variations, whether it’s a shimmering metallic finish or a custom matte shade.

JLR’s bespoke services will also be extended beyond Range Rovers to its other luxury brands, ensuring that every vehicle in its portfolio can be transformed into a bespoke one-of-a-kind vehicle.

"This isn’t just about creating cars - it’s about creating works of art," said Andrea Debbane, JLR’s chief sustainability officer. "Our clients are investing in their dreams, and we’re here to bring them to life in the most dazzling way possible."

While the focus is on luxury and extravagance, JLR hasn’t overlooked sustainability. Its paint shops, traditionally the most carbon-intensive aspect of vehicle production, are being overhauled with energy-efficient technologies to reduce environmental impact. At Castle Bromwich, a new heat recovery system will cut emissions by 2,250 tonnes of CO2 annually - the equivalent of saving 2,200 barrels of oil.

"Luxury and sustainability can go hand in hand," Debbane added. "Our clients expect the best, and we’re delivering it in a way that reflects their values and ours."