(Reuters) – Jaguar Land Rover (JLR) will invest 65 million pounds ($80.71 million) to expand its luxury paint services in the UK and Slovakia to meet increased demand for personalized cars from high-end clients, it said on Monday .
The luxury automaker is joining rival Rolls-Royce ( OTC 🙂 Motor Cars, a unit of BMW ( ETR 🙂 ) in trying to cash in on the trend.
JLR will more than double the capacity of its SV Bespoke Paint service, enabling Range Rover SV customers to paint their cars in any colour, including those to match their private jets or yachts.
The company will open new paint facilities in Castle Bromwich, West Midlands and Nitra, Slovakia.
Rolls-Royce said earlier this month it would invest £300m to focus more on bespoke cars, with anything from gold sculptures to artwork of a mother.
($1 = £0.8053)
