Jaguar Land Rover (JLR) has launched a separate company tasked with quickly developing apps and on-demand services. The move is part of a trend among automakers to take direct charge of technologies that will redefine the car industry.

Britain-based JLR, which is owned by India’s Tata Group, said InMotion, as the new unit is called, will be an independent business that will have the agility and independence to move quickly in response to market requirements. InMotion will next month already start testing several different car-sharing and car-ownership models.

“InMotion provides us with an opportunity to provide engaging and invaluable experiences to both new and existing customers globally,” Adrian Hallmark, JLR’s group strategy director, said in a press statement.

InMotion, which is based in London, will derive input from the automotive and technology industries to develop new products for connected cars. The company will employ up to 30 people.

JLR said last week that the Jaguar XFL will be the first model to be built at its Chery Jaguar Land Rover Changshu plant in China. The XFL is the long-wheelbase version of the XF mid-size sedan.