Tata-owned Jaguar Land Rover (JLR) recently launched its ‘Open Innovation’ strategy which is designed to accelerate next-generation technology and sustainability. The creation of this strategy aims to support the company’s ‘Modern Luxury’ vision for the business, its partners and customers.

JLR maintains that the Open Innovation concept will encourage collaborations with scale-ups, start-ups and like-minded organisations when looking at major industry trends and issues such as electrification, sustainability, manufacturing and supply chain. The strategy includes hook-ups with technology networking platforms designed to support start-ups.

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On a broader level, it is part of the JLR ‘Reimagine strategy’ which was set up to set the strategic direction and ultimately the goal to become the creator of the world’s most desirable, luxury vehicles.

New partnerships in a bigger ecosystem

The Open Innovation strategy is part of Jaguar Land Rover’s wider ‘Reimagine strategy’ which aims to electrify Jaguar and Land Rover brands before 2030, achieve net zero carbon emissions across the supply chain, products, and operations by 2039, create six pure electric variants over the next five years and much more.

The strategy will assist the ‘Reimagine’ goals via the new partnerships, research, and development of new concepts especially when it comes to achieving the net zero goal. The open innovation network created by the strategy will identify digital services, tools, products, and processes to facilitate the goal of net zero.

Francois Dossa, executive director, strategy and sustainability, Jaguar Land Rover, said: “With the launch of the Open Innovation platform, Jaguar Land Rover is looking at the entire mobility and sustainability ecosystem to offer an unparalleled customer experience, shaping the future of our industry, and paving the way to the future.”

“We will explore everything from second-life batteries and circular economy to new fintech, insurtech and digital services – all aligned with Jaguar Land Rover as the proud creators of Modern Luxury.”

Creation of the UK hub and partners

As part of the strategy Jaguar Land Rover will create a new innovation hub located in the UK. Although the location is yet to be confirmed, a site in the West Midlands is likely.

The creation of the hub also brings with it Jaguar Land Rover ‘champions’. These specially appointed 70-plus individuals from across key business areas such as sustainability, engineering, design and more will be driving the new strategy.

The hub will be launched in partnership with the corporate innovation platform Plug and Play as well as two separate partnerships with Cubo Itau and Firjan – providing a connection to the Latin American start-up ecosystem.

Alongside these partnerships, JLR will also be collaborating with American multinational technology company NVIDIA, in order to develop new advanced driver assistance systems (ADAS), and connectivity services on the NVIDIA Drive platform by 2025.

So from 2025, all new Jaguar and Land Rover vehicles will be built on the ‘NVIDIA Drive’ software-defined platform—delivering what they say is a ‘wide spectrum of active safety, automated driving and parking systems as well as driver assistance systems’. Inside the vehicle, the system will deliver AI features, including driver and occupant monitoring as well as advanced visualisation of the vehicle’s environment.

Plug and Play

Created to support leading start-ups and scale-ups through investment and partnerships, Plug and Play UK facilitates innovation ecosystems being in the UK and internationally.

With JLR acting as one of the founding partners of Plug and Play UK, this – JLR claims – will enable the company to build an ecosystem of start-ups and scale-ups as well as creating job opportunities for the economy.

Crucially, the platform will also grant access to a global ecosystem of potential partners, allowing new technology and concepts to be tested and explored.

Cubo Itau

Located in Sao Paulo, Cubo Itau hosts hundreds of start-ups from healthcare, retail, fin-tech and many other sectors.

The two-year partnership agreement signed between Cubo Itau and Jaguar Land Rover will allow the new hub to benefit from Latin American start-ups, as well as Jaguar Land Rover playing a key role in Cubo Itau’s new Smart Mobility Hub which it is hoped will spearhead innovations for the automotive market.


The partnership with Firjan – a private organisation who represent industrial and business sectors in Rio de Janeiro – will provide Jaguar Land Rover with a 10,000 strong network of members, it says.

These members will allow the company to connect with start-ups who are developing technology and ideas for the automotive manufacturing process, as well as access to laboratories for research and development programmes.