Jaguar Land Rover just launched its own tech start-up

Jaguar Land Rover announced its own tech start-up on Monday, one it hopes will conform to the quickly changing demands of existing and new customers.

The automaker said InMotion will build apps and develop on-demand services, which are expected to be implemented in North America, Europe and Asia in the next few months.

InMotion could develop an hourly rental car-sharing service, Jaguar Land Rover spokesman Chas Hallett said, potentially pitting the automaker against by Avis' Zipcar and Hertz. InMotion could also offer a service to facilitate carpooling, Hallett said in an e-mail to CNBC.

"Nothing has been decided yet — but we are looking at car sharing and we are starting real world testing next month," Hallett said. He added that consumers should expect the first services from InMotion in a matter of months rather than years.

InMotion consists of 30 employees located in London, including app developers, start-up experts and in-house "expertise," Hallett said. Jaguar Land Rover is owned by Indian car company Tata Motors.

Last week, BMW launched a car-sharing pilot program, ReachNow, which is currently available in Seattle and is expected to reach three more cities this year, according to that company.