The new brand will employ up to 30 people in London and run as a completely independent entity from JLR. It will begin testing services such as car sharing and alternative car ownership solutions in North America, Europe, and Asia in the coming months.
JLR has so far remained tight-lipped as to exactly what direction the company will take but has confirmed that it will focus its efforts on the automotive industry for the foreseeable future.
Things such as the Internet of Things – which can connect cars to car sharing systems and road infrastructure – are key areas of focus. InMotion will look to develop systems that can streamline anything from a daily commute route to the reservation of a vehicle via a smartphone app.
JLR says that the technology developed by InMotion won’t be directly connected to its products - so don’t expect the next-generation Land Rover Discovery to feature a special car-sharing button – but it has suggested that the services will be offered to the automotive industry as a whole.
It’s for this reason that InMotion’s main rivals come from the world of technology as opposed to the automotive industry, although the car maker does admit other manufacturers are already invested in this technology.
Adrian Hallmark, JLR’s Group Strategy Director, said of the announcement: “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.”
JLR hasn’t offered any timescale for when the first service or app will be revealed, although insiders have suggested we’ll see something in a matter of months, rather than years.
Last week Autocar reported that JLR was also closing in on securing a deal to purchase the Silverstone Grand Prix circuit.