Transitioning a market leader into a sustainable modern luxury brand in automotive

Driving the Future

It’s now three years since Jaguar Land Rover (referred to as JLR) announced to the World their commitment to being a net zero organisation by 2039. This is not just about emissions of the vehicles but the whole organisation itself with over 40,000 members of staff, 5,000 suppliers and multiple sites. They are centralising sustainability and electrification to achieve this goal, all whilst maintaining the ‘modern luxury’ ethos.

This chat is hosted by Emmanuelle Bischoffe-Cluzel, Vice President and Sustainability Lead in the Automotive Industry for Capgemini. Joining her is François Dossa, board member at Jaguar Land Rover with responsibility towards Strategy and Sustainability, and Andrea Debbane, Director of Sustainability at Jaguar Land Rover.

François tells us how leading brands from other industries who consider themselves ‘luxury’ have sustainability at the centre of their practices. He is transitioning JLR to being considered in the same breath as a very real and possible challenge. Changing the mindset for the design to have a very long life, or indeed many lives, Francois tells us that the cars need to be considered as “mobile phones on wheels” copying the same business model with offering subscription services.

Recently celebrating 100 days at JLR, Andrea gives her view on joining an established automaker and the challenge ahead. She tells us that the mindset towards sustainability needs to be adapted as we move forward as it’s not only thinking in new ways, it’s letting go of old ideas and processes too. Andrea also shares with us that the one constant as we move towards the 2039 net zero date, that everyone craves mobility and this needs to be what JLR preserves and encourages.