Jaguar Land Rover focuses on North America and Personalisation strategy for Growth

JaguarLand Rover (JLR) is focusing on North America, vehicle customization, and ownership services as key elements of its growth strategy. The company aims to build on the strong performance of its Range Rover and Defender models.

At its recent Investor Day, JLR identified North America as its main growth market and announced a collaboration with Stellantis to develop future Defender products for the U.S. market.

Key Highlights

• Jaguar Land Rover identifies North America as its main growth market
• Defender revenue has increased fivefold since launch, with tripled average transaction prices
• JLR targets a seven-fold rise in bespoke vehicle orders through the expanded House of Craft programme
• The accessories and ownership services division aims for over 10 percent annual growth through FY32
• Company plans five product launches and £1.7 billion in cost savings over two years

North America as Primary Growth Market

North America has become increasingly important to JLR’s financial results. Demand for flagship models like Range Rover and Defender remains robust in the region. JLR has shifted further upmarket in recent years. The average revenue per vehicle increased from £47,700 in FY19 to £74,400 in FY26. Higher-priced models, richer specifications, and disciplined pricing drove this growth.

Range Rover continues to be JLR’s most valuable franchise. Defender has become one of the company’s strongest growth drivers. Since its launch, Defender revenue has increased fivefold. Average transaction prices for Defender have tripled as the brand has entered new markets and customer segments.

Expansion of Personalisation and Services

JLR is expanding its House of Craft program, which allows customers to commission highly personalized vehicles. The company targets a seven-fold increase in bespoke orders. JLR is investing in new facilities dedicated to personalized commissions and special vehicle programs.

Accessories, services, and parts are expected to contribute more to JLR’s business. The company is targeting annual growth of over 10% in this division through FY32. This growth will be supported by connected services, charging solutions, and digital offerings. JLR’s strategy reflects a wider trend among luxury carmakers to seek new revenue sources beyond traditional vehicle sales.

Focus on High-Value Vehicles and Resilience

JLR’s emphasis on higher-value vehicles and ownership services aims to attract customers willing to spend more on both the vehicle and the ownership experience. The company plans five product launches over two years and seeks £1.7 billion in cost savings. Range Rover, Defender, and Discovery will offer multiple powertrain choices as demand for luxury electric vehicles remains variable. JLR is sharpening its focus on profitability and aims to make the business more resilient to market volatility.

Also Read: Jaguar Land Rover targets £1.7 billion cost cuts to boost profitability

CarBike 360 Says

Jaguar Land Rover’s renewed focus on North America and bespoke personalization highlights a clear shift toward value-driven growth. By aligning product offerings with evolving consumer preferences and premium expectations, the company aims to strengthen brand loyalty and profitability. This strategy not only reinforces its position in key markets but also sets the foundation for sustainable long-term success.