Introduction to JLR Globalisation

An area in England that is connected to JLR’s historic and current operations is Kineton, Warwickshire which happens to be right where I live. It is particularly important due to nearby manufacturing and engineering sites being located in areas such as Gaydon and Solihull. As a result, JLR has a visible presence within the local economy, offering employment opportunities, apprenticeship schemes, skills training, and investment in infrastructure which helps benefit things on a wider scale. This makes JLR a particularly relevant and meaningful case study, allowing me to examine how a global company can exert direct economic and social influence at a local scale, while also working within wider international networks.

Jaguar Land Rover (JLR) presents itself as a premium global car manufacturer that combines British engineering heritage with international production, innovation, and worldwide markets. Through its branding, corporate communications, and sustainability strategies, JLR promotes globalisation as a positive process that allows capital, labour, technology, and components to move efficiently across national borders. The company highlights its global network of manufacturing plants in a vast amount of locations worldwide. Examples include: the UK, Slovakia, China, India, and Brazil, alongside its major consumer markets in Europe, North America, and Asia. They all help to show how operating on a global scale increases competitiveness, efficiency, and resilience. In doing so, JLR suggests that globalisation supports economic growth, technological progress, and environmental innovation, while also creating employment opportunities and developing skills within host countries.

JLR also makes strong use of visual imagery to reinforce its global identity and appeal to an international audience. This is a significant factor when it comes to globalisation of companies worldwide. Advertising campaigns often place vehicles in contrasting global landscapes, such as urban megacities, desert environments, mountain regions and coastal highways. This aids in symbolising adaptability and worldwide reach. As well as this, the use of international locations, culturally diverse models and globally recognisable landmarks helps communicate connectivity and inclusivity. In addition, images of advanced manufacturing processes, robotics and engineering teams promote an image of technological leadership, while visuals linked to electric vehicles, hybrid technology, and low-carbon mobility, such as the Jaguar I-PACE and Range Rover Electric, present JLR as an environmentally responsible company. Together, these visual strategies construct JLR’s image as a modern transnational corporation running within a highly globalised world.