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.

Our Purpose

Experiences People Love, For Life

Our Business

Destination Zero

Our Passion




Our Values

Customer First






× Experiences People Love, For Life
  • Experiences link our two great brands
  • People experience Jaguar and Land Rover, whether they are customers, colleagues, partners, or our communities.
  • In a climate of rapid global change, we must focus on the experiences we create for all people in order to sustainably attract, retain and satisfy our customers
  • Making memories people love for life - this is our Purpose
× Jaguar
× Destination Zero
  • Our vision is a world of sustainable, smart mobility: our responsible future.
  • Today’s industrial revolution is driven by waste reduction, decarbonisation, air quality, automation, and technology.
  • We must create a world in which we will all live safer, better lives
  • We will use resources responsibly to help build a better society, a cleaner environment and to drive sustainable, profitable growth.
  • We will enhance the quality of people’s lives with the aim of zero emissions, zero accidents and zero congestion.
× Land Rover
× Quality
  • Quality must be the cornerstone of Jaguar Land Rover - in our products and the way we do business
  • We must be passionate about delivering the quality experience our customers deserve, aiming to exceed expectations in every interaction
× Innovation
  • Innovation is essential to our Destination Zero vision
  • We must think smarter, pivoting around the challenges and accelerating towards the opportunities in everything we do.
  • We must be nimble and agile to compete and to deliver world leading products and services.
× Profitability
  • We must make profit to generate cash to be able to invest for our future
  • We have a responsibility to create value for the shareholders who invest in us
  • We must transform our business to deliver consistent, strong financial results and sustainable, profitable long-term growth.
× Customer First
  • Every decision, every action, every day – we put our customers first.
  • Jaguar Land Rover people are guided by our Customer First Principles, shaping the way we behave across the business.
    • Personalised
    • Transparent
    • Easy to do business with
    • Dependable
    • Make me feel special
× Integrity
  • We will be fair, honest, transparent, and ethical in our conduct; everything we do must stand the test of public scrutiny.
× Responsibility
  • We will integrate environmental and social principles in our businesses, being responsible to the communities and environments in which we work.
× Excellence
  • We will be passionate about achieving the highest standards of quality, always promoting meritocracy.
× Unity
  • We will invest in our people and partners, enable continuous learning, and build caring and collaborative relationships based on trust and mutual respect.
× Pioneering
  • We will be bold and agile, courageously taking on challenges, using deep customer insight to develop innovative solutions.


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.