JLR's US$81m Investment for More Sustainable Paint

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Sales of JLR’s Bespoke Paint and elevated offer palette options have more than doubled since they were introduced in 2022
JLR has transformed its paint facilities to meet surging demand for personalised luxury vehicles while advancing its sustainability goals

JLR, renowned for its luxury vehicles, is pouring US$81m into its paint operations throughout the UK and Europe.

The company reported that requests for customisations doubled since FY22, and paint can be an eye-catching way to stand out.

This investment will more than double the company's SV Bespoke Paint matching service alongside improving its sustainability. 

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New facilities in Castle Bromwich, UK and Nitra, Slovakia, will be established with this investment, enabling the company to handle an additional 17,000 customer orders each year. 

Castle Bromwich's sustainable transformation

The Castle Bromwich site is set to transform, with an investment of US$51m designated to upgrade its current paint operations into an advanced facility catering to JLR’s Special Vehicle Operations (SVO).

From this amount, US$32.4m is allocated to replace old paint booths with ultra-efficient alternatives, adopting state-of-the-art technology that significantly slashes energy and water usage.

Automated spray robots not only conserve resources but can also enhance consistency and reduce paint waste by 30%.

Jamal Hameedi, Director of SVO

Jamal Hameedi, Director of SVO, says: “By increasing our capacity, we can satisfy demand growth from our Range Rover clients and expand this service to clients of our other brands”

Revolutionising operations in Slovakia

JLR is also investing US$29.9m into its Nitra facility in Slovakia to set up a universal paint line featuring a fully-electric paint booth and curing ovens.

Andrea Debbane, Chief Sustainability Officer at JLR, explains: “Paint shops are very energy-intensive, accounting for around 80% of our operational emissions.

Andrea Debbane, Chief Sustainability Officer at JLR

"It represents our biggest opportunity to reduce emissions and advance toward our net zero goal.”

The company's new electric ovens are projected to save 500 tonnes of CO₂ emissions annually.

Luxury innovation

JLR’s commitment to bespoke painting allows customers unprecedented levels of customisation, from colour-matching to their private jets or yachts, to crafting entirely unique tints.

The novel facilities in Slovakia promise limitless colour variations, offering comprehensive bespoke capabilities.

Construction of these facilities is set to begin in 2025 and is expected to begin operations by 2026, creating 120 new jobs.

JLR continues to drive electrification and EV innovation

This investment is part of JLR's Reimagine strategy, prioritising environmental sustainability across its manufacturing process.

"We need to optimise where we can while investing for the long term to meet our net zero goals," Andrea says.

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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