JLR opened its technology hub in Portland in 2014, a location chosen for its proximity to California and Seattle, and tech giants such as Amazon, NVIDIA, Apple and Google. The facility grew in 2016 and 2017 and was expanded further in 2024.

“In future, JLR is aiming to give its clients ultraquick and efficient connectivity to offer limitless in‑car‑entertainment, instantly updatable driving features and services via over‑the‑air downloads, as well as the latest autonomous driving systems, enabling hands free driving on the highway.

“The team at Portland is also working on elements of car connectivity to provide a modern luxury driving experience, including augmented reality on the car’s parking and head up displays, enabling the driver’s phone to act as a key, and V2X systems enabling cars to talk to each other,” JLR said.

Jaguar is undergoing a complete rebranding strategy dubbed “Reimagine”** where it struggled to compete with German luxury brands of BMW and Mercedes-Benz. New models starting with the “Type 01” four door GT will – it’s hoped – succeed in the $125,00+ luxury segment arguably dominated by Porsche and Bentley and Roll-Royce and Maserati. [There is a technology war underway among luxury brands. Artificial intelligence and software developments are expanding through augmented reality on the car’s parking and head up displays. They are currently becoming ubiquitous in new luxury models. So is enabling the driver’s phone to act as a key, and V2X systems enabling cars to talk to each other. JLR appears to be lagging behind so far. – AutoCrat]