Jaguar Land Rover makes a big investment towards its forthcoming era.
Jaguar Land Rover is on the cusp of a transformational new chapter in its rich history of creating celebrated luxury British vehicles. The legendary Range Rover, which for many enthusiasts is the quintessential SUV, is soon to be revealed in a new all-electric variant with a waitlist that has thousands of clients and a development cycle that is coming close to fruition. In addition, Jaguar has showcased a revolutionary rebrand, including a new logo and a new identity, with a new Type 00 concept car showcasing the potential future of Jaguar’s engineering and design language.
However, an important behind-the-scenes move has been made towards bringing the new era of Jaguar Land Rover to fruition: the investment of roughly $81.2 million towards expanding its UK and Europe-based paint operations for bespoke vehicle personalization, thanks to the doubling of demand. Aligning with its strategy towards net zero carbon emissions as a company, the paint facilities Castle Bromwich, UK, and Nitra, Slovakia will be reimagined to have lower environmental impact.
In the UK, the investment in the facilities will be specifically to facilitate SVO paintwork on bespoke and ultra-luxury vehicles. In the example of the Range Rover SV, an SV Bespoke commission adds roughly $87,400 to the price, heightening the lofty approximately $252,300 price. Despite the high price for a bespoke commission, demand for the personal expression and luxury of SV Bespoke commissions is growing, hence Jaguar Land Rover’s expansion of its SV Bespoke paint abilities and continued commitment to reducing emissions as it ventures towards its next era.
