Purpose and Values

Jaguar Land Rover is a company with a clear purpose and vision. Our responsible, pioneering and customer-centric approach to business is what makes people connect with our brands, helping us deliver on our objective of sustainable, long-term and profitable growth.

As well as producing award-winning vehicles, relentlessly innovating and developing cutting-edge technologies to deliver experiences that people love, for life, we aim to give back to society. We seek conscious reductions and sustainable solutions in our business wherever possible.

Our vision is a world of sustainable, smart mobility. We are driving towards a future of zero emissions, zero accidents and zero congestion: Destination Zero



The Jaguar Land Rover Blueprint represents who we are and what we stand for – our purpose, our passions and our values.


Everything we do drives us towards creating experiences people love, for life. This is reflected in our business model, which allows us to generate sustainable, long-term value from highly visible areas of strength such as manufacturing and branding, to less obvious competencies such as logistics and our industry-leading consumer finance partnerships.