JLR to keep moving away from volume “killing fields” in push upmarket

JLR’s strategy following a difficult year is to move further away from the “killing fields” of the premium volume market and steer customers into ever more expensive versions of its SUV line-up, the company told attendees at its annual investor day.

JLR had a bad time of it in the financial year ending March, earning just £200 million profit before tax compared with £2.5 billion the year before.