Jaguar Land Rover: resilience in luxury
Jaguar Land Rover (JLR) embodies resilience in the world of luxury. After years of upheaval, the brand continues to innovate while preserving its heritage.
The British brand is a partner of the Grand Prix des Trophées Luxe & Résilience du Journal du Luxe. It combines tradition and modernity, notably with the electrification of its vehicles, to anticipate today’s ecological and economic challenges. Its “Reimagine” strategic plan, launched in 2021, symbolizes this ambition.
An electric future for Jaguar
Jaguar’s repositioning as a modern, electrically oriented luxury brand is testament to this vision. “Resilience is humility, questioning, lucidity and endurance. It’s a state of mind that opens up the field of possibilities, because it frees up initiatives, allows us to rise and aim for excellence”, says Philippe Robbrecht, President of JLR. The latest generation of models, such as the Range Rover and Defender, combine advanced technologies with respect for the brand’s values. “The product is ultimately just an expression of the brand, its incarnation, its values, its positioning. And these elements must remain immutable”, he adds. These models, while retaining their identity, meet new environmental expectations with hybrid and electric powertrains.
Innovation for sustainability
For JLR, innovation also means using sustainable materials. Ultrafabrics, an alternative to leather, reflects this commitment. This strategy is in line with JLR’s goal of achieving carbon neutrality by 2039, thanks to a £15 billion investment in electrification and advanced technologies.
JLR’s resilience doesn’t stop with its cars. The brand supports humanitarian causes through partnerships, notably with the Red Cross. For over 70 years, Defender vehicles have been used for relief operations in hard-to-reach areas. During the Covid-19 pandemic, JLR demonstrated exemplary resilience by redirecting part of its production to the manufacture of medical equipment.
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