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Jaguar Land Rover set to unveil Uber rival via new InMotion research division

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By Rebecca Stewart, Trends Editor

April 11, 2016 | 2 min read

Jaguar Land Rover has launched a tech startup, InMotion, to test a number of different services, including a car-sharing service, as it looks to gain ground on companies like Uber.

The new research division has been designed to aid the brands owned by Britain’s largest motor manufacturer, Jaguar and Land Rover, in developing a series of apps and on-demand services to tackle the "modern" travel and transport issues facing customers.

It's understood that InMotion will soon begin real-world testing a number of different services such as car-sharing and car ownership platforms, across North America, Europe and Asia in the coming months. It is believed to be the first firm to develop such products in the UK, with both Uber and Lyft having been founded Stateside.

Jaguar Land Rover joins a growing list of automakers looking to break into the digital ride-pooling sector. BMW and Mercedes-Benz owner Daimler has a car-sharing scheme in the US, while Peugeot's Citoren revealed last week that it was looking to increase revenues by tapping in to the popularity of "mobile services".

Adrian Hallmark, group strategy director, Jaguar Land Rover said: “With the development of new apps and on-demand services, InMotion provides us with an opportunity to provide engaging and invaluable experiences to both new and existing customers globally.

“As a start-up business, InMotion combines the flexibility and pace needed to compete in the ever-changing mobility sector. It allows us to react quickly to new tech and ever-changing customer demands.”

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