Jaguar Land Rover Reimagine Strategy Targets North America Growth With Defender Expansion

Jaguar Land Rover has unveiled the next phase of its Reimagine strategy, aiming to achieve double-digit growth by expanding propulsion flexibility and strengthening its presence in United States. During the announcement on June 17, CEO PB Balaji identified the U.S. market as the company’s primary growth driver. The automaker intends to significantly expand its footprint in the region, with long-term ambitions of growing its U.S. business to a scale comparable with its current global operations.

Defender Brand Expansion Supports North American Strategy

As part of the growth roadmap, Jaguar Land Rover plans to further develop the Defender brand through products and customer experiences specifically tailored for North American buyers. While the company did not disclose future production locations for these vehicles, it confirmed that its recently announced memorandum of understanding with Stellantis will explore the development of new Defender-branded products designed exclusively for the U.S. market. This collaboration reflects the company’s intention to strengthen its position in one of the world’s most competitive premium vehicle markets.

Defender Remains JLR’s Best-Selling Vehicle Family

The Defender portfolio continues to be the strongest-performing nameplate within Jaguar Land Rover’s product range. The lineup currently includes Defender 90, Defender 110, and Defender 130 models, which are manufactured in Slovakia. Building on this success, Jaguar Land Rover has confirmed that a new Defender model will become the second vehicle developed on the Electrified Modular Architecture (EMA) platform. The revised EMA strategy will support both Hybrid Electric Vehicle (HEV) and Battery Electric Vehicle (BEV) propulsion systems, providing greater flexibility to address evolving customer demand and regulatory requirements.

Range Rover Electrification Plans Continue

The Range Rover and Range Rover Sport models, produced in United Kingdom, will continue utilizing the flexible Modular Longitudinal Architecture (MLA). This platform is designed to accommodate Mild Hybrid Electric Vehicle (MHEV), Plug-in Hybrid Electric Vehicle (PHEV), and fully electric powertrains. Jaguar Land Rover has confirmed that both Range Rover Electric and Range Rover Sport Electric models are scheduled to launch later in 2026, supporting the company’s broader electrification objectives while maintaining powertrain diversity across its premium vehicle portfolio.

Future EMA-Based Electric Models

The company also revealed that the first fully electric Range Rover model based on the EMA platform will be manufactured at the Halewood facility. Additional details regarding the vehicle and its market positioning are expected to be disclosed later in 2026. By expanding platform flexibility and aligning product development with regional demand, Jaguar Land Rover aims to strengthen growth opportunities while accelerating the transition toward electrified mobility.

Frequently Asked Questions

What is Jaguar Land Rover’s new Reimagine strategy focus?
The latest phase of Jaguar Land Rover’s Reimagine strategy focuses on achieving double-digit growth through increased propulsion flexibility and stronger expansion in North America. The company considers the United States its most important growth market and plans to significantly increase its business scale there. Alongside regional growth, JLR is investing in electrification and platform flexibility to support multiple powertrain technologies while responding to changing customer preferences and future market requirements.

How will the Defender and Range Rover lineups support JLR’s growth plans?
The Defender brand will play a central role in Jaguar Land Rover’s expansion strategy through new products tailored for North American customers. Future Defender models will use the EMA platform capable of supporting both HEV and BEV technologies. Meanwhile, Range Rover and Range Rover Sport will continue using the MLA architecture, enabling MHEV, PHEV, and fully electric variants. Together, these product plans provide flexibility, support electrification goals, and strengthen the company’s premium vehicle portfolio across major global markets.