Jaguar F-Type SVR 39

Jaguar Land Rover (JLR) is keen to overcome today’s transport challenges and for that purpose, the British automaker is introducing its very own technology startup called InMotion, which will develop apps and on-demand services. It is set to begin real-world testing of a number of different services such as car-sharing and car ownership solutions, across North America, Europe and Asia in the coming months.

InMotion is a wholly-owned subsidiary of JLR based in London, and will begin operations as an independent entity with no more than 30 employees from both automotive and technology sectors. They will be developing new solutions concerning car-sharing services accessible via smartphones and other modern devices.

It’s unclear how the company will deliver, but an official statement from JLR mentions that it will begin by carrying out researches with people from around the world to learn about emerging travel and transportation issues. It will then conduct “closed real-world experiments” to determine the most effective solution before launching the beta version of the service to the public.

Adrian Hallmark, JLR’s Group Strategy Director said: “With the development of new apps and on-demand services, InMotion provides us with an opportunity to provide engaging and invaluable experiences to both new and existing customers globally.

“As a startup business, InMotion combines the flexibility and pace needed to compete in the ever-changing mobility sector. It allows us to react quickly to new tech and ever-changing customer demands.”

By launching InMotion, JLR joins the fledging group of automakers that own in-house carsharing services. BMW recently introduced ReachNow in Seattle, while Ford has Smart Mobility. Daimler launched its Car2Go service eight years ago. It now operates in eight countries, with over 13,000 vehicles and one million customers.



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