For the first time in over half a century, Jaguar Land Rover Automotive Plc (JLR), the British arm of Tata Motors, will assemble its flagship luxury sports utility vehicles Range Rover and Range Rover Sport outside the UK, choosing India. 

This shift underscores JLR’s commitment to local manufacturing and tapping into India’s growing luxury car market, a top company executive told Mint in an interview, on the sidelines of the inauguration of the Range Rover House in Alibuag, Maharashtra, which was also the brand’s first experiential event in India.

A new assembly line for the Range Rover and Range Rover Sport will be set up in Tata Motors’ manufacturing facility in Pune, Maharashtra, with a production capacity of 10,000 units across models annually in two shifts. 

The move has led to a reduction in prices by a significant 18%-22%, while still keeping them in the ₹1.5 crore and above category, said Rajan Amba, managing director and CEO of Jaguar Land Rover India.

“(W)e believe customers who were hesitant will make that leap, and it should add to the growth in Range Rover and Range Rover Sport,” said Amba.