Welcome to JLR

Our way of thinking goes further: we think ahead. We look at where the world is going and we make sure we’re in position to make a difference. It’s the kind of thinking that has already delivered innovations such as a steering wheel that knows you better than you know yourself, sensors that adapt your drive and the world’s first off-road connected car. If you think like us, just think how far you could go.


Live the Exceptional with Soul

We are the proud creators. The curious minds. Inspired to create unique vehicles, to realise our vision of modern luxury. We work as one. Shaping the future. Motivated by a love for our customer. United by a deep admiration for each other. Our sense of integrity and our spirit of excellent empowers us. Our ambition to grow. Our passion to chart new landscapes of innovation, encourages us to dream. It’s what drives us. To be visionaries. To be creators.

More about JLR

Today, it’s time to reimagine the next chapter for this unique business and for the two unique brands it represents:
Jaguar and Land Rover

Our new global strategy will see us Reimagine our future:

  • A sustainability-rich reimagination of modern luxury, unique customer experiences, and positive societal impact
  • Reimagination of Jaguar as an all-electric luxury brand from 2025 to ‘realise its unique potential’
  • In the next five years, Land Rover will welcome six pure electric variants as it continues to be the world leader of luxury SUVs
  • All Jaguar and Land Rover nameplates to be available in pure electric form by end of the decade; first all-electric Land Rover model in 2024
  • Our aim is to achieve net zero carbon emissions across our supply chain, products and operations by 2039
  • Collaborations and knowledge-sharing with industry leaders, in particular from within the wider Tata Group will allow the company to explore potential synergies on clean energy, connected services, data and software development leadership


Guided by our Creators’ Code

Our Creators’ code has been carefully crafted with our people. It shines in every one of us. This code of behaviours is integral to our ability to achieve our aspirations as an organisation; it is the ‘how’ we deliver. These behaviours will create a mindset that will inspire understanding, collaboration, learning, and staying flexible to achieve high-performing results.


We love our CUSTOMERS


We work as ONE


We speak the TRUTH


We progress TOGETHER


We are PURPOSE orientated

What we do

One Great Company. Two Iconic Brands

JLR is the UK’s largest investor in automotive research, development and engineering. We are also the best people using world class processes to create innovative British craftsmanship and engineering excellence. And we excite, enthuse and inspire customers around the world. What could we be to you?


Our cars embody our approach to life. We know that life is about feelings not figures, so we promise more than engineering excellence or a driving machine. We know that performance is not just a measurable statistic, it’s an artform. And our designers and engineers know that responsive performance gets pulses racing and dramatic design stirs emotions.

So we aim to make every day extraordinary. Our passion and purpose is to excite the senses, create moments that feed your soul, take your breath away and leave you speechless.

These aren’t just moments we live for: they’re moments we work for.

Land Rover

Land Rover stands for immense capability balanced by style and effortless composure, in a prestigious, unique and discerning package. We unite vehicle and driver with adventure, bringing them together to take things further.

So we see our purpose as enabling people to make more of their world; to challenge what's possible, grow through new experiences, and surprise themselves by what they can do and who they can be.

And the passionate experts who work here get to do all of that too. Creating iconic vehicles that drive those human ambitions is an exciting journey in itself. One where you’ll break new ground every day, confront challenge and are never content.

JLR is a House of Brands

Range Rover. Defender. Discovery. Jaguar.
Truly distinct, global brands that embrace our modernist design philosophy and are emotionally compelling and unique.

Reimagine. A roadmap for the future

Reimagine is our strategy to realise our vision to be proud creators of the most desirable, modern luxury brands, for the most discerning of clients.

  • Reimagine is about becoming carbon net zero by 2039.
  • Reimagine is about the renaissance of Jaguar as a pure-electric brand from 2025.
  • Reimagine is about our technology and digital services leadership.
  • Reimagine is about developing strategic collaborations that allow us to lead not follow.
  • Reimagine is about how we transform our industrial operations.

More about Reimagine


At JLR, we are passionate about our people. They are at the heart of our business. We are committed to fostering a diverse, inclusive culture that is representative of the society in which we live; a culture in which every one of our employees can bring their authentic self to work and reach their full potential.


Innovation over the years

We’ve been automotive industry pioneers for more than six decades. Jaguar debuted in 1935 and Land Rover made its celebrated entrance in 1948.

From then until now, we have been at the forefront of technical innovation in all areas of vehicle development. Through our revolutionary technologies, performance and craftsmanship, we have pushed the boundaries of what the industry considers possible over and over again. Our efforts have led to some of the most iconic nameplates ever to grace the road.


Land Rover Series 1 launched


Jaguar XK120 launched – 120 standing for the top speed


Jaguar C-type wins Le Mans


Land Rover Series 2 is launched


Jaguar XJ13 fitted with Jaguar's first V12 engine


Range Rover first launched


Iconic XJ saloon launched with V12 engine


Land Rover Discovery launched to critical acclaim


Jaguar develops revolutionary technology called 'adaptive cruise control'


Under Tata Motors ownership, Jaguar and Land Rover merge


50 years since the E-type, Jaguar previews the F-type


Range Rover Sport unveiled at New York Motor Show


Jaguar's first SUV, the F-PACE, is launched


Jaguar I-PACE heralds the start of Jaguar Land Rover’s electric revolution


The new Defender is lauched

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Desination zero

Armed forces

A responsible business

Today, we are transforming for tomorrow. On our journey to zero emissions, zero accidents and zero congestion, we're working towards our vision of sustainable, smart mobility, making society safer and healthier and our environment cleaner.

To do that, we’re innovating relentlessly. That includes moving from ICE to AGES, making way for autonomous, connected, electrified and shared cars, and meeting the demand for decarbonisation, better air quality, less waste and greater convenience.

So we're investing in an electrified industrial footprint, have already halved the CO2 emitted per car across our vehicle range and are closing the loop on our use of materials to minimise waste and maximise reuse and recycling.

Armed forces

As a gold standard Armed Forces Covenant holder, Jaguar Land Rover has publicly pledged to become an employer of choice for service leavers. We are pleased to have welcomed over 850 ex-service personnel since 2014 and have a range of schemes to support them transitioning into our business.

We're also proud of our role as presenting partner of the Invictus Games in London (2014), Orlando (2016) and Toronto (2017), and Sydney (2018).