JLR, the luxury automotive company owned by the Tata Group, has announced plans to intensify its focus on the United States as a priority growth market while expanding propulsion choices across its vehicle portfolio to drive double-digit revenue growth.
The company said it will develop exclusive offerings for the US market, strengthen supply chain resilience and continue investing in future technologies as part of the next phase of its Reimagine strategy.
US emerges as key growth driver
JLR plans to leverage rising demand for luxury vehicles in North America by tailoring products and experiences specifically for customers in the region.
JLR Chief Executive Officer P B Balaji said, “As we enter a critical business delivery phase of our Reimagine strategy, launching five new products over the next two years across our incredible House of Brands, now is also the time to evolve our plan to offer global markets greater propulsion choice to unlock growth and build resilience.”
He added, “To truly manifest the power of our brands, we will increase our focus on North America, our biggest market. The rising demand for luxury products coupled with the strong preference we see for our brands signals significant growth potential.”
Balaji said the company is also exploring new high-potential segments for the Defender brand to serve a broader range of luxury customers in the US market.
“Our aspiration, in the coming years, is to grow our US business to the size of the entire JLR business as it exists today,” he said.
Continued investments in India and West Asia
While increasing its focus on North America, JLR said it will continue to invest in other high-growth regions, including India and the Middle East.
The company is targeting medium-term double-digit revenue growth through its House of Brands strategy, which allows it to cater to diverse customer segments while broadening its growth opportunities.
JLR also reaffirmed its commitment to invest £18 billion in future technologies, vehicle platforms and business transformation initiatives by FY29.
Cost optimisation to improve profitability
As part of its growth strategy, JLR is implementing a series of ‘Enterprise Missions’ aimed at reducing costs and improving operational efficiency.
The company plans to achieve £1.7 billion in savings through measures focused on material costs, warranty expenses and fixed-cost optimisation. These initiatives are expected to help lower cash breakeven volumes towards 300,000 vehicles over the next two years.
JLR is also enhancing end-to-end processes and product launch capabilities to build long-term operational resilience.
Expanding propulsion choices
A central pillar of JLR’s strategy is providing customers with greater flexibility in powertrain options across its brands.
Range Rover
Range Rover and Range Rover Sport models manufactured at Solihull will continue to be built on the Modular Longitudinal Architecture (MLA), supporting mild hybrid electric vehicles (MHEVs), plug-in hybrid electric vehicles (PHEVs) and battery electric vehicles (BEVs).
The company plans to launch the Range Rover Electric and Range Rover Sport Electric later this year.
JLR also confirmed that the first electric model based on its EMA platform will be introduced under the Range Rover brand. The vehicle is expected to offer future flexibility through a hybrid electric vehicle (HEV) powertrain option alongside existing electrified technologies.
Defender
Defender remains JLR’s best-selling brand, with the 90, 110 and 130 models currently produced at the company’s manufacturing facility in Nitra, Slovakia.
A new Defender family model has been confirmed as the second vehicle on the EMA platform and will support both hybrid and battery-electric propulsion options in the future.
JLR also recently signed a non-binding memorandum of understanding with Stellantis to explore opportunities for product and technology collaboration in the US. The company said Defender will play a central role in driving its growth ambitions in North America.
Discovery
JLR said Discovery will continue to evolve while retaining its position as a lifestyle-focused family SUV brand.
The company plans to introduce future propulsion flexibility and product innovations for Discovery, with further announcements expected in due course.
Jaguar
Jaguar, which recently celebrated its 90th anniversary, is being repositioned as JLR’s exclusively electric luxury brand.
The first model under this transformation, the new luxury four-door GT known as Type 01, is scheduled to be unveiled later this year. The vehicle is expected to combine advanced technology with Jaguar’s distinctive design and performance heritage.
Preparing for the next phase of growth
JLR said its evolving strategy is designed to provide customers with greater choice while strengthening the company’s resilience in an increasingly technology-driven and electrified automotive landscape.
With a renewed focus on North America, continued investments in key growth markets and a broad portfolio of electrified products, the company aims to accelerate growth while maintaining its position in the global luxury automotive sector.