New era: Jaguar to become an all-electric brand by 2025

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Jaguar Land Rover has made a major announcement on the brand’s future by revealing how it will be embracing electrification, with the big news that Jaguar will be an all-electric brand by 2025.

As part of its Reimagine plan, Jaguar Land Rover’s new CEO Thierry Bolloré spoke about the renaissance of the Jaguar brand with new models build on an exclusive electric architecture.

Bolloré explained that Jaguar will now become a luxury all-electric brand with a new portfolio of emotionally engaging designs and pioneering next-generation technologies. Its aim is “Jaguar will exist to make life extraordinary by creating dramatically beautiful automotive experiences that leave its customers feeling unique and rewarded.”

Sadly, as part of the announcement, the much-talked-about electric XJ will no longer go ahead and will not for part of the portfolio.

“As a human-centred company, we can, and will, move much faster and with clear purpose of not just reimagining modern luxury but defining it for two distinct brands. Brands that present emotionally unique designs, pieces of art if you like, but all with connected technologies and responsible materials that collectively set new standards in ownership. We are reimagining a new modern luxury by design,” said Thierry Bolloré, chief executive officer of Jaguar Land Rover.

Thierry Bolloré, chief executive officer of Jaguar Land Rover

During the global presentation, Bolloré also revealed Land Rover will be launching six new pure electric models in the next five years with the first all-electric variant of its Range Rover, Discovery or Defender arriving in 2024.

Both of the Land Rover and Jaguar brands will use separate architectures and offer ‘unique personalities’ the company release stated with Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030 – the date which will see a ban on all new petrol and diesel sales in the UK.

“Reimagine will see Jaguar Land Rover establish new benchmark standards in quality and efficiency for the luxury sector by rightsizing, repurposing and reorganizing,” the company stated.

“Central to that journey, and in order to establish different personalities for the two brands, is the new architecture strategy. Land Rover will use the forthcoming flex Modular Longitudinal Architecture (MLA). It will deliver electrified internal combustion engines (ICE) and full electric variants as the company evolves its product line-up in the future. In addition, Land Rover will also use pure electric biased Electric Modular Architecture (EMA) which will also support advanced electrified ICE.”

Bolloré also revealed the company is working on hydrogen fuel cell technology as a future powertrain possibility.

“Jaguar Land Rover’s aim is to achieve net zero carbon emissions across its supply chain, products and operations by 2039. As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power in line with a maturing of the hydrogen economy. Development is already underway with prototypes arriving on UK roads within the next 12 months as part of the long-term investment program.”

For the Tata-owned JLR to achieve this transition to all-electric by 2025 is a big task and will no doubt require a focus on manufacturing and supply chains, which it addressed during the presentation:

“Reimagine is designed to deliver simplification too. By consolidating the number of platforms and models being produced per plant, the company will be able to establish new benchmark standards in efficient scale and quality for the luxury sector. Such an approach will help rationalize sourcing and accelerate investments in local circular economy supply chains.

From a core manufacturing perspective, that means Jaguar Land Rover will retain its plant and assembly facilities in the home UK market and around the world. As well as being the manufacturer of the MLA architecture, Solihull, West Midlands will also be the home to the future advanced Jaguar pure electric platform.

Key partners including Trade Unions, retailers and those in the supply chain will continue to play a vital part of the extended new Jaguar Land Rover ecosystem.”

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