Jaguar and Land Rover have recently decided to launch a subsidiary called InMotion that will work on “developing and investing in new technologies, business models and entrepreneurs to deliver innovative transportation services that meet the new needs of everyday travellers.” Some of these new needs include, ride sharing, car sharing, and on-demand services like grocery deliveries. With the growth of companies like Uber and Lyft, automakers now need to find a way to capitulate and create branding in structures that go against individuals owning their own car. Adrian Hallmark, Group Strategy Director, Jaguar Land Rover 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 start-up 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.”

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