BMW thinks more customers want special paint jobs originally appeared on Autoblog.
It's Scheduled To Open In 2027
Luxury brands are emphasizing personalization in order to keep customers coming back—and spending more money when they do. Case in point is BMW, which recently announced an investment of over 30 million euros ($34.9 million at current exchange rates) to expand the paint shop at its assembly plant in Dingolfing, Germany.
The investment will fund a new Centre for Special and Individual Paintwork so cater to personalization requests. While the main goal is to improve efficiency, a human touch will still be part of the process at this new facility, BMW said in a press release. A groundbreaking is scheduled for September of this year, and the facility is expected to enter operation in 2027.
Efficiency Meets Personalization
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Located south of the existing paint shop at the Dingolfing factory, the Centre for Special and Individual Paintwork will cover about 21,000 square feet across two levels and will be staffed by up to 10 people. They'll work alongside robots, with the initial color coat applied by machine and any special touches—such as stripes, two-tone schemes, or other custom finishes—will be applied by hand. Finished paint will be dried by electric (rather than gas) heat, helping to lower environmental impact. Bodies will then get a final clear coat on the main production line.
BMW offers up to 300 color shades for customers to choose from, not including special finishes for limited-edition models. The new facility will create a more efficient process for some of the lower-volume paint jobs, so that more cars can leave the factory with individualized paint, according to the automaker. BMW expects throughput times to fall by a quarter, with reductions in the cost per painted body as well.
Personalization Options Soar
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BMW isn't the only luxury brand to emphasize personalization options. Mercedes-Benz recently opened an entire new facility for its Manufaktur division, which specializes in individualized options and limited-edition models. Cadillac just announced its own Curated by Cadillac personalization program, which kicks off with a limited-edition CT5-V Blackwing.
BMW thinks more customers want special paint jobs first appeared on Autoblog on Aug 14, 2025
This story was originally reported by Autoblog on Aug 14, 2025, where it first appeared.
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