Jaguar Land Rover today announced a new global strategy called “Reimagine”, and involves a serious acceleration of the electrification of all its brands, including Jaguar going all-electric in 2025 and Land Rover going with mostly electric vehicles after that.
As part of the new plan, the automaker is planning to get the Land Rover and Jaguar brands to develop separate electrical architectures with “two clear and unique personalities”.
It said about Land Rover:
In a Land Rover, the vehicle and the driver are united by the adventure. Opening new paths, facing new challenges and not being satisfied with what was expected, Land Rover really helps people to go ‘Above and Beyond’. Over the next five years, Land Rover will welcome six purely electric variants, as it continues to be the world leader in luxury SUVs through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.
And then he wrote about Jaguar:
By the mid-decade, Jaguar will have gone through a renaissance to emerge as a brand of pure electric luxury, with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next generation technologies. Jaguar will exist to make life extraordinary by creating dramatically beautiful automotive experiences that leave customers feeling unique and rewarded. Although the nameplate can be maintained, the planned replacement of the Jaguar XJ will not be part of the line, as the brand seeks to realize its unique potential.
More specifically, it means that all new Jaguar vehicles will be fully electric by 2025, and by 2030, the British automaker expects 100% of the brand’s sales to be fully electric vehicles.
As for the Land Rover, it will be slightly behind the Jaguar brand, which already leads electrification with the I-Pace.
It will receive its first all-electric vehicle in 2024 and, by 2030, the company plans to make 60% of all sales come from all-electric vehicles.
Here are the highlights of Jaguar Land Rover’s new global strategy:
- New global strategy – Reimagine – announced for the British company under the leadership of the CEO, Thierry Bolloré
- A reimagination rich in modern luxury sustainability, unique customer experiences and positive social impact
- Beginning of the journey to become a net zero carbon business in 2039
- Reimagining Jaguar as a 2025 all-electric luxury brand to ‘realize its unique potential’
- Over the next five years, Land Rover will welcome six pure electric variants, as it remains the world leader in luxury SUVs
- All Jaguar and Land Rover nameplates will be available in pure electric form by the end of the decade; first all-electric Land Rover model in 2024
- Clean hydrogen fuel cell energy being developed in preparation for future demand
- Simplified structure to offer greater agility and promote focus efficiency
- Global production and assembly footprint to be maintained, sized correctly, reused and reorganized
- Collaborations and knowledge sharing with industry leaders, particularly from within the broader Tata Group, will enable the company to explore potential synergies in clean energy, connected services, data and software development leadership
- On a path towards double-digit EBIT margin and positive cash flow, with the ambition to achieve positive net debt by 2025 with a value creation approach, providing quality and profit on volume
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