Electric paint, a larger range, and less energy use sounds like a good investment.
The sheer amount of customers demanding a personalized and bespoke Land Rover vehicle must be intolerable, given JLRdecision to invest 65 million GBP in expediting the process. They are stating that demand has DOUBLED. I’m not sure what the basic number is, but I’ve seen a lot more personalized Range Rovers in recent years.
It is popular to personalize your car. It always has been, ever since someone decided to add custom wheels to their 1886 Benz Patent-Motorwagen Nr. 1. I’m kidding; no one did this (please prove me wrong), but the point is that we’ve desired to stand out from the crowd since we first got automobiles. JLR and many other luxury automakers make this easy by offering a bespoke program that allows you to create a one-of-a-kind vehicle.
The issue is usually price. According to JLR, the cost could be up to £70,000 on top of a £200,000 vehicle. That’s up to a 35% increase in price. They want to keep these clients satisfied and invest more in making the process faster, more efficient, and streamlined.
Their investment includes energy costs. They are converting to electrified paint shops, with the goal of being all-electric to save money on electricity and minimize CO2 emissions. They have committed to a net zero policy, and with major energy and water savings, they are well on their way to achieving it.
Their investment in the Nitra, Slovakia facility will cost 24 million GBP and create 120 new jobs. The electric paint line will provide prospective buyers with an almost infinite color palette for their most imaginative and unique projects. The full investment will support approximately 17,000 extra client orders for personalized vehicles and make the customization process available to companies that do not already offer it.
Andrea Debbane, Chief Sustainability Officer, stated, “JLR is seeing a significant increase in clients wanting to personalize their vehicles, so we are preparing to expand our facilities and offer thousands more paint options across our brands, but only most sustainably and efficiently possible.
Paint shops are extremely energy-intensive, accounting for around 80% of our operational emissions. Thus, they provide our greatest opportunity. Our long history means that we have facilities with varying problems, some newer, some much older, so we need to optimize where we can while also investing for the long term so that we can get to where we need to be in 10, fifteen, or twenty years to achieve our net zero targets.”
Jamal Hameedi, Director of SVO, stated, “SVO is all about providing our clients with exceptional performance, luxury, and capabilities. This offers the most distinctive and high-quality color finishes available. Range Rover owners are increasingly opting to personalize their vehicles with more exclusive Bespoke and enhanced palette paints. By boosting our capacity, we will be able to meet the growing demand from Range Rover customers while also expanding this service to customers of our other brands for the first time.”
If you want a bespoke JLR product in the near future, the process will be much easier. But you should be prepared to unlock your wallet, whatever. This is not a cheap prospect!
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