JLR's bid to Expand Sustainable Paint Operations
Jaguar Land Rover (JLR), the UK’s luxury vehicle manufacturer, has announced a transformative US$81m investment to expand its paint operations across the UK and Europe.
The move is driven by skyrocketing demand for personalised vehicles, particularly bespoke paint finishes. Simultaneously, JLR is taking significant steps to align its operations with its net-zero sustainability ambitions.
The investment reflects a dual commitment to meeting consumer expectations for high-end customisation and minimising the environmental footprint of one of the most carbon-intensive manufacturing processes in the automotive industry.
Doubling capacity for bespoke paint
Personalisation has become a defining aspect of luxury car ownership and JLR’s clients are increasingly drawn to bespoke and elevated palette paint options. It has reported a doubling of demand for these customisations since FY22, particularly among buyers of the exclusive Range Rover SV models.
To address this, JLR is set to more than double its bespoke paint capacity. New facilities will be established in Castle Bromwich, UK, and Nitra, Slovakia, enabling the company to fulfil an additional 17,000 client orders annually.
For the first time, JLR plans to extend its most exclusive paint offerings beyond Range Rover, introducing them across its other brands.
A sustainable future for Castle Bromwich
Castle Bromwich will benefit from a US$51m investment to transform its existing paint operations into a state-of-the-art facility for JLR’s Special Vehicle Operations (SVO). Of this, US$32.4m will go towards replacing aging paint booths with highly efficient alternatives.
These new booths employ cutting-edge technology to significantly reduce energy and water usage. Automated spray robots will replace traditional hand-painting methods, cutting paint waste by 30% and delivering superior consistency and precision.
Jamal Hameedi, Director of SVO, states: “By increasing our capacity, we can satisfy demand growth from our Range Rover clients and expand this service to clients of our other brands”
Pioneering in Slovakia
Meanwhile, JLR is investing US$29.9m in its Nitra facility in Slovakia, where a revolutionary universal paint line will be installed. The facility will feature a fully-electric paint booth and curing ovens, marking a significant shift toward lower-carbon operations.
Andrea Debbane, Chief Sustainability Officer at JLR, highlights the importance of this initiative: “Paint shops are very energy-intensive, accounting for around 80% of our operational emissions. It represents our biggest opportunity to reduce emissions and advance toward our net-zero goal.”
The new electric ovens alone are projected to save 500 tonnes of CO2 emissions annually. Complementary systems, such as a heat exchanger to recover flue gas energy, will further enhance efficiency, saving 2,250 tonnes of CO2 per year and reducing operational costs by approximately US$936.
Delivering luxury through innovation
JLR’s bespoke paint offerings allow clients to achieve unmatched levels of personalisation. From colour-matching to private jets or yachts to creating entirely unique hues, these options represent the pinnacle of luxury customisation. Clients purchasing a Range Rover SV can expect to add an average of US$87,000 to the base price of US$252,000 for bespoke commissions.
The new facilities in Slovakia will be the first of their kind for JLR and the region. It will offer unlimited colour variations, providing full bespoke capabilities.
Construction is set to begin this year, creating 120 new jobs, with operations expected to commence in 2026.
Sustainability at the core
JLR’s investment is a cornerstone of its Reimagine strategy, which focuses on reducing the environmental impact of its manufacturing processes. As the luxury automotive sector evolves, JLR’s dual commitment to customisation and sustainability sets a benchmark for innovation in the industry.
"We need to optimise where we can while investing for the long term to meet our net-zero goals," Andrea concludes.
The US$81m initiative demonstrates JLR’s dedication to redefining luxury while embracing sustainability—a move that promises to shape the future of automotive manufacturing.
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