(February 16, 2021) Jaguar Land Rover has announced that it will "reimagine" the future of modern luxury by design through its two distinct, British brands, with all Jaguar and Land Rover nameplates to be available in pure electric form by the end of the decade. The Jaguar marque, known for its performance sports cars, will become all-electric starting in 2025 to "realize its unique potential," Jaguar Land Rover CEO Thierry Bollore said on Monday.

Jaguar currently sells a single full-electric car, the I-Pace crossover.

Sister brand Land Rover will get six new full-electric models in the next five years with the aim of making 60 percent of its sales zero emissions vehicles by 2030. The first battery-powered Land Rover will be launched in 2024. In addition, JLR will phase out diesel engines, Bollore said.

The strategy forms Jaguar Land Rover's new business plan called "Reimagine." The aim is to give the Jaguar and Land Rover brands two distinct personalities, said Bollore, former CEO at Renault, who took the top job at JLR in September.



“Jaguar Land Rover is unique in the global automotive industry. 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," said Bollore.

“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.”

At the heart of its Reimagine plan will be the electrification of both Land Rover and Jaguar brands on separate architectures with two clear, unique personalities.

Jaguar models will be built on a new, specific battery-electric platform, Bollore said. The automaker's Solihull plant in central England, will be the "home" of the platform.

Future Land Rovers will be built on JLR's Modular Longitudinal Architecture platform, which can underpin hybrid and electric models, and the automaker's Electric Modular Architecture, which can support electrified combustion engines.

To differentiate the brands further, Jaguar will move away from SUV-style vehicles while Land Rover will continue to focus on SUVs with its Range Rover, Discovery and Defender model families, Bollore said

A JLR press release said that 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. Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the line-up, as the brand looks to realize its unique potential.

Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100% of Jaguar sales, it is anticipated that around 60% of Land Rovers sold will be equipped with zero tailpipe powertrains.

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.

Sustainability that delivers a new benchmark in environmental and societal impact for the luxury sector is fundamental to the success of Reimagine. A new centralized team will be empowered to build on and accelerate pioneering innovations in materiality, engineering, manufacturing, services and circular economy investments.

JLR said it will spend around 2.5 billion pounds ($3.5 billion) annually on electrification technologies and development of connected vehicle services.

The automaker is also investing in developing hydrogen fuel cells in anticipation of a future shift to hydrogen to power vehicles. JLR said it will have prototypes using hydrogen fuel cells on Britain's roads within the next year as part of a long-range investment plan.

The plans come as car groups worldwide pursue zero-emission strategies to meet stringent CO2 emission targets in Europe and China. A number of countries have also announced bans on new fossil-fuel vehicle sales. In the UK that ban should take effect in 2030.