Jaguar Land Rover is looking to reinvent itself as the producer of the world’s most desirable luxury vehicles and to aid in its plans, has detailed an ‘Open Innovation’ strategy that it says will accelerate next-generation technology and sustainability.

Through the program, Jaguar Land Rover will establish an innovation hub in the UK alongside a corporate innovation platform with investor Plug and Play.

Jaguar Land Rover says Open Innovation “will drive collaborations with start-ups, scale-ups and like-minded external organizations on electrification, connectivity, digital services, metaverse, intelligent enterprise, manufacturing, supply chain and sustainability.” The British car manufacturer also states that collaborations with innovators and sector experts will help it achieve its goal of being net-zero by 2039.

Read Also: JLR Announces Partnership With NVIDIA For Autonomous Driving And Connected Services

Furthermore, Jaguar Land Rover is looking to create jobs and opportunities for the digital economy while providing access to a global ecosystem of potential partners.

In addition to announcing a partnership with Plug and Play, Jaguar Land Rover has signed partnership agreements in Brazil with Cubo Itau and Firjan. Brazil is considered a hub for Latin America’s start-up ecosystem and Cabu Itau already hosts hundreds of start-ups in industries such as healthcare, retail, agribusiness, and fintech (financial technology).

Firjan has 10,000 enterprise members in its network and will work alongside Jaguar Land Rover with start-ups who are developing advanced automotive manufacturing processes while also providing access to advanced laboratories for R&D programs.

“With the launch of the Open Innovation platform, Jaguar Land Rover is looking at the entire mobility and sustainability ecosystem to offer an unparalleled customer experience, shaping the future of our industry, and paving the way to the future,” Jaguar Land Rover executive director of Strategy and Sustainability, François Dossa, said in a statement. “We will explore everything from second-life batteries and circular economy to new fintech, insurtech and digital services – all aligned with Jaguar Land Rover as the proud creators of Modern Luxury.”