Jaguar Land Rover invests £65 million in a new paint system to enhance customization while reducing emissions in production.
Coventry: Jaguar Land Rover just invested £65 million in a new paint system. This system will let customers choose from a huge range of colors. They plan to install it in their plants in Slovakia and the UK. The goal is to attract luxury car buyers and cut down on emissions.
Andrea Debbane, JLR’s Chief Sustainability Officer, mentioned that paint shops are very polluting. She said they are working to meet the growing demand for personalized vehicles. They want to expand their facilities and offer thousands of new paint options sustainably.
She also noted that paint shops use a lot of energy, making up about 80% of their emissions. This investment is a big chance for JLR to improve. High-end buyers want more color choices, and JLR is ready to meet that demand.
Requests for custom colors have doubled since last year. With this investment, JLR aims to produce over 17,000 custom-colored vehicles each year while using less energy and water.
Customers looking for a unique touch can visit their local Land Rover dealership. They can match almost any color shade a buyer wants. Once ordered, robotic arms spray the vehicle, and a Smart Oven system dries the paint.
However, bespoke paintwork comes at a high price. While standard metallic paint costs around £1,000 extra, custom paint on a JLR model can add £70,000. This pushes the price of a full-size Range Rover to about £270,000.
Looking ahead, 2025 will be exciting for JLR, especially with the Jaguar brand’s re-launch. They plan to compete with luxury brands like Bentley and Porsche, offering all-electric models.
Jaguar’s first promotional video for the re-launch stirred some controversy. It didn’t show any vehicles and dropped some classic brand elements, like the leaping cat logo.
It’s still unclear what models Jaguar will offer when production resumes in late 2025. However, an updated version of the Type 00 concept car is expected.
