HomeThe MarketJaguar, Land Rover plan to go all-electric

Jaguar, Land Rover plan to go all-electric

Jaguar to be purely electric after 2025 while Land Rover gets its first all-electric SUV in 2024, company says


Jaguar plans to produce only electric vehicles after 2005 and its sport-utility vehicle partner, Land Rover, will launch its first all-electric off-roader in 2024, Jaguar Land Rover chief executive Thierry Bolloré said as he announced the automaker’s new global strategy, Reimagine.

The plan encompasses “a sustainability-rich re-imagination of modern luxury, unique customer experiences, and positive societal impact,” the company said.

Hybrid gas/electric powertrains seem likely in the near term while hydrogen fuel cells will help meet future demand for electric energy for Jaguar Land Rover vehicles as the company seeks to become carbon neutral by 2039.

The company also said it will work with other automakers, particularly the India-based Tata Group “to explore potential synergies on clean energy, connected services, data and software development leadership.”

Land Rover will reveal six purely electric vehicles during the next five years, it says

“Jaguar Land Rover is unique in the global automotive industry,” Bolloré contended in the company’s statement. “Designers of peerless models, an unrivaled understanding of the future luxury needs of its customers, emotionally rich brand equity, a spirit of Britishness and unrivaled access to leading global players in technology and sustainability within the wider Tata Group.”

Jaguar Land Rover is a wholly owned subsidiary of the Tata Group.

“We are harnessing those ingredients today to reimagine the business, the two brands and the customer experience of tomorrow. The Reimagine strategy allows us to enhance and celebrate that uniqueness like never before. Together, we can design an even more sustainable and positive impact on the world around us.”

The news release noted that Jaguar and Land Rover are distinct modern luxury brands that will progress on separate architectures.

“In a Land Rover, vehicle and driver are united by adventure. By breaking new ground, confronting new challenges and not being content with the expected, Land Rover truly helps people to go ‘Above and Beyond.’ 

“In the next five years, Land Rover will welcome six pure electric variants as it continues to be the world leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024. 

“By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure electric luxury brand 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 its customers feeling unique and rewarded.”

Jaguar also indicated that the planned replacement for its JX sedan will not progress. 

It said that by 2030, 100 percent of Jaguar sales and around 60 percent of Land Rovers will feature “zero tailpipe powertrains.”

Larry Edsall
Larry Edsall
A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.


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