Jaguar Land Rover agrees to invest millions in US technology firm

VEHICLE manufacturer Jaguar Land Rover is to invest more than £12m buying into a technology company working on next-generation cloud services.

JLR has been working in partnership with US-based CloudCar for the past two years but it has now decided to formalise that partnership by investing $15m in a minority stake in the business.

This will pave the way for the new cloud services to be featured in JLR’s latest models, starting with the cutting-edge, fully-electric Jaguar I-Pace, unveiled at the end of last year.

According to JLR, CloudCar, based in Palo Alto, California, is a world-leading developer of connected driver experiences. With machine-learning capabilities tied to various sensors in the car, its cloud services platform allows car manufacturers to include features such as improved voice-activated applications and personalisation in their vehicles while still maintaining their brand identity and retaining ownership of data.

Hanno Kirner, Executive Director of Corporate Strategy for Jaguar Land Rover, said: “This represents an important step in developing connected car technology. CloudCar has been working with premium manufacturers on some of the most exciting opportunities and challenges in the fields of machine learning and infotainment.

“This investment is integral to Jaguar Land Rover’s vehicle technology programme; but the programme also presents an invaluable opportunity for other automotive manufacturers to get involved.

“The eventual need to integrate into the car hundreds of driver-focused global cloud services and content means this platform is an excellent example where cooperation between OEMs can improve outcomes for customers, as well as reducing costs.”

Philipp Popov, CEO of CloudCar, said: “We are excited to deepen our relationship with Jaguar Land Rover and we also look forward to other manufacturers benefitting from our recent progress.”

All the major car manufacturers are looking to technology to give their models the edge over their competitors.

So, while the deal will not be proprietorial, it will offer JLR the capability of stacking their new vehicles with the kind of connected services which are now in demand and have become just as much of a marketing tool as speed and safety.

The Jaguar I-Pace, launched to such acclaim in November, is set to enter full production and could be on the roads as soon as next year.