Jaguar Land Rover Opens New Innovation Hub To Build More Tech-Rich Cars

Jaguar Land Rover (JLR) knows it needs to bring advanced technology to the forefront of its model range if it wants to stay competitive. Consumers now expect to have previously-unheard-of levels of technology in new vehicles, and the British carmaker needs to provide that if it wants to stay competitive.

Today, JLR announced a new “Open Innovation” strategy, which will help bring next-gen technology and sustainability into the brand’s business model. That sounds like a lot of corporate mumbo-jumbo, but it should translate to tangible benefits for buyers of models like the Jaguar I-Pace and Land Rover Range Rover Hybrid.

The new strategy is done in partnership with investor Plug and Play and will result in the opening of a new “first-of-its-kind innovation hub” in the UK near the brand’s Coventry HQ. Additionally, two new partnerships with Cubo Itau and Firjan will give JLR a new foothold in Latin America through similar hubs. Those two companies, by the way, have a hand in getting startups off the ground. JLR hopes these partnerships will lead to further innovation in the growing Latin American market.

As for the hubs themselves, JLR wants to use them to create new jobs and opportunities that it hopes will lead to collaboration with new partners throughout the industry. The aim here is to allow JLR to test new technologies and business strategies without implementing them on a larger scale.

According to Jaguar Land Rover, the overarching goal here is to help the brand reach its goal of net-zero emissions by 2039. JLR has an existing plan for that under the its Reimagine strategy, which aims to make the brand “the creator of the world’s most desirable luxury vehicles.” With Jaguar aiming to be an electric-only brand by 2025, a shift to sustainability and increased quality will hopefully attract more buyers.

So, what does all that mean for consumers? A more quality product. Jaguar and Land Rover models should be screwed together better, hopefully offsetting the brand’s reputation for, let’s say, “mechanical foibles.” These new partnerships and goals should also translate directly to better and more advanced technologies in JLR models. We know it can manage luxury just fine, but whether it can integrate tech and reliability will be the make-or-break point in the coming years.