Jaguar Land Rover is betting wealthy customers will pay extra to paint their car the same color as their private jet or yacht

Tanja Buelter at the new Range Rover SV Edition during the Jaguar Land Rover presentation Special Vehicle Operations (Credit: Gisela Schober—Getty Images for Jaguar Land Rover)

• Unable to keep pace with more mainstream European premium brands like Mercedes, JLR is hoping to cater to luxury customers who might otherwise opt for a Porsche. For that, it needs to expand its range of custom personalization options.

U.K. carmaker Jaguar Land Rover is betting big it can lure wealthy customers into shelling out tens of thousands of dollars extra just for a custom paint job.