JLR’s $180 Million Investment Fuels “Ultimate Software 2025” Development in Portland
Portland, OR – Tuesday, February 11, 2025 – Jaguar Land Rover (JLR) has announced a significant $180 million investment in its Portland, Oregon technology hub. This strategic move is part of JLR’s global initiative to spearhead the development and deployment of next-generation connectivity and autonomous driving technologies, set to feature prominently in future JLR vehicles under the banner of “JLR Ultimate Software 2025”.
Over the coming decade, this substantial investment will be channeled into the 50,000 sq. ft Portland technology hub. JLR engineers based there are tasked with pioneering a suite of cutting-edge connectivity and autonomous technologies. This initiative recognizes the increasing software-driven nature of modern vehicles and the escalating demand from clients for a richer ecosystem of in-car apps, digital services, and advanced features, all converging into what is being internally referred to as “JLR Ultimate Software 2025”.
JLR established its Portland technology hub in 2014, strategically selecting the location for its advantageous proximity to both California and Seattle, and the headquarters of tech industry giants including Amazon, NVIDIA, Apple, and Google. This location facilitates collaboration and access to top tech talent. The Portland facility has seen consistent growth, with expansions in 2016, 2017, and further in 2024, underscoring its increasing importance in JLR’s global technology strategy and the development of “JLR Ultimate Software 2025”.
The overarching vision for “JLR Ultimate Software 2025” is to equip JLR clients with unparalleled connectivity speeds and efficiency. This aims to deliver a seamless in-car experience encompassing limitless entertainment options, instantly updatable vehicle features and services through over-the-air (OTA) downloads, and state-of-the-art autonomous driving systems. The goal is to enable hands-free driving capabilities on highways and beyond, all powered by the advancements within “JLR Ultimate Software 2025”.
The Portland team is specifically focused on developing key elements of vehicle connectivity that contribute to a modern luxury driving experience. This includes the integration of augmented reality (AR) into parking systems and head-up displays, enhancing driver awareness and convenience. Furthermore, they are working on technologies that allow smartphones to function as digital keys, streamlining vehicle access. Vehicle-to-Everything (V2X) communication systems are also under development, enabling vehicles to communicate with each other and the surrounding infrastructure, enhancing safety and traffic flow, all integral components of the “JLR Ultimate Software 2025” ecosystem.
Engineers at the Portland hub have already played a crucial role in the development of significant technological advancements found in current JLR vehicles. Their contributions include the ‘EVA2’ on-board electrical system, which is deployed in millions of JLR vehicles such as the Range Rover and Defender. They have also been instrumental in advancing Autonomous Driving Assistance Systems (ADAS), various driver aids like parking cameras, and the seamless integration of Amazon’s Alexa ecosystem into JLR vehicles. These prior achievements lay a strong foundation for the ambitious goals of “JLR Ultimate Software 2025”, promising a future of enhanced driving experiences and technological innovation for JLR customers.
