Jaguar Land Rover Launch Tech Business To Address Tech And Mobility Race
"InMotion" will be tasked to develop apps and on-demand services for JLRby Kirby Garlitos, on
The rapid evolution of technology has given rise to a rush in the automotive industry to be the first at something, anything. It’s become commonplace for automakers to make this kind of concerted push and a company like Jaguar Land Rover has proven to be one that understands the value of innovation. Knowing what’s at stake, the British automaker has launched a new technology business geared towards building apps and on-demand services that could redefine the future of travel and transport.
The business is called InMotion and JLR sees it as a gateway towards bridging the gap between today’s technology and the future of mobility. Simply put, JLR is looking to use InMotion as a means to make life easier for drivers and commuters alike. That’s been the common thread that ties these automakers together and with the industry evolving in the same form, InMotion will be looking to use the technologies that are becoming available and adapt with the times to satisfy the evolving needs of Jaguar and Land Rover owners.
Since InMotion’s business will largely revolve around developing apps and on-demand services, it goes without saying that a big part of new company’s strategy includes creating new ways for drivers and commuters to access these technologies from their smartphones and other portable devices. InMotion is not exactly taking a revolutionary approach with its business platform, but it does give Jaguar Land Rover direct access to the products that come out of this new company.
Whether these products end up being useful or not is not known yet, but give credit to JLR for putting the proper resources in place. The new company will be based in London, as good a place as any considering that it’s one of the busiest megacities in the world and home to a technology-driven society.
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Why it matters
Of all the things that Jaguar Land Rover could have ventured into, a company geared towards developing apps and on-demand services is probably one of the last things I would’ve expected. At least that’s what I thought at first glance. But as I thought about it more, the more it actually made sense, especially if InMotion could turn around and develop a kind of app or on-demand service that JLR can effectively take full ownership of.
Basically, JLR through InMotion, will develop these advancements completely in-house, meaning that they’ll be catered specifically to the existing and future technologies that will be offered by both Jaguar and Land Rover on their models. It’s a great idea to begin with and JLR is smart to push its chips into the center of the table on this one. For one, the cost of this startup shouldn’t be that high. According to the automaker, InMotion will employ “up to 30 people who will support entrepreneurs to build new businesses.” That doesn’t sound like a company that has a lot of capital attached to it. Second and more importantly, if InMotion is successful, JLR won’t have to outsource these products from another company; it could turn into a company that will be the one that outsources its products to other automakers.
The seeds have been put in place to make InMotion work and become successful under JLR. The only thing I’m curious to know at this point is the kind of timetable JLR has for InMotion as far as results are concerned. I’m sure that there’s going to be some measure of patience involved seeing as the company is basically new. But as I said, given the rapid upheaval of technology in the auto industry, it’s going to be interesting to see when InMotion can have its first wave of products available for JLR’s consumption.