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HomeTechnology & InnovationJLR invests US$81m in new bespoke paint operations

JLR invests US$81m in new bespoke paint operations


As luxury automakers recognise the market value of personalisation, JLR is bringing “unlimited” colour options to its customers. By Will Girling

New vehicle registrations recorded only modest growth in Europe during 2024. In EU markets, the European Automobile Manufacturer’s Association (ACEA) noted a 0.8% year-on-year increase to 10.6 million units, while the UK Society of Motor Manufacturers and Traders estimated 2.6% to 1.95 million.

Despite relatively little movement in the mass market, luxury players are noticing opportunities to capitalise on rising demand for personalisation. On 8 January 2025, Rolls-Royce announced a £300m (US$374m) expansion plan for its Goodwood site, which will create additional space for bespoke vehicle projects. 19 days later, Jaguar Land Rover (JLR) stated it would invest £65m in its luxury paint operations.

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JLR invests US$81m in new bespoke paint operations



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