JLR Bets on North America, Bespoke Luxury for Next Leg of Growth

Jaguar Land Rover is putting North America, bespoke vehicle personalisation, and ownership services at the centre of its growth plans as the luxury carmaker looks to build on the success of Range Rover and Defender.

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

The region has become increasingly important to JLR's earnings as demand for its flagship models remains strong.

The company has spent the past several years moving further upmarket. Average revenue per vehicle rose to £74,400 in FY26 from £47,700 in FY19, helped by higher-priced models, richer specifications, and stronger pricing discipline.

Range Rover remains the company's most valuable franchise, while Defender has emerged as one of its strongest growth drivers.

JLR said Defender revenue has increased five-fold since launch. Average transaction prices have tripled over the same period as the brand expanded into new markets and customer segments.

Alongside its vehicle business, JLR is expanding its House of Craft programme, which allows customers to commission highly personalised vehicles.

The company is targeting a seven-fold increase in bespoke orders and is investing in facilities dedicated to personalised commissions and special vehicle programmes.

Accessories, services, and parts are also expected to play a larger role in the business. JLR is targeting annual growth of more than 10% in the division through FY32, supported by connected services, charging solutions, and digital offerings.

The emphasis on higher-value vehicles and ownership services comes as luxury carmakers seek new sources of revenue beyond traditional vehicle sales.

For JLR, the strongest growth is increasingly coming from customers willing to spend more on the vehicle, its specification, and the ownership experience that follows.