Jaguar will become an electric-only brand from 2025 onwards, as part of a bold new ‘Reimagine’ strategy designed to revive the fortunes of Jaguar Land Rover.
New CEO Thierry Bollore has set a target for the British firm, owned by the Indian Tata Motors group, to become a net zero carbon business by 2039, including a major shift to electrification. By the end of the decade, every Jaguar and Land Rover model will be offered with an electric-only version.
Bolloore said that there are currently no plans to close any manufacturing facilities.
All Jaguar and Land Rover models will be offered with a pure electric version by the end of the decade, with Jaguar becoming an electric-only luxury brand from 2025 onwards. Meanwhile, Land Rover will launch six pure electric vehicles, with EV variants of five.
Land Rover will launch six pure electric vehicle variants within the next five years, with the first all-electric Land Rover due in 2024.
Bollore said that the new Reimagine plan was designed to emphasise “quality over volume”, with the firm aiming to become “the supplier of the most desirable vehicles for discerning customers.”
The two brands will be repositioned, with Jaguar becoming an electric-only firm and Land Rover retaining its off-road ethos but continuing its push upmarket. “Jaguar and Land Rover will have two clear unique personalities, rooted in their rich history to give two distinct choices for customers,” said Bollore.
Architectures and powertrains: three platforms, electric focus
To support the electric transition JLR will use three architectures: two dedicated to Land Rover and a new pure-BEV platform that will be exclusive to Jaguar, details of which will follow at a later data.
Future Land Rover models will be built on the Modular Longitudinal Architecture, which allows for combustion engine and EV models, and the “electric-biased” Electric Modular Architecture (EMA), which can also “support advanced electrified” combustion engines.
The firm says that the moving onto three platforms, and consolidating the number of platforms and models produced per plant, will help the firm to “establish new benchmark standards in efficient scale and quality for the luxury sector.”
The firm says that will be key to ensuring it can retain its UK and other worldwide plants (see below).
By the end of the decade the firm is aiming for 100% of Jaguar sales to be fully electric, along with 60% of Land Rover sales. Bollore also said the firm has committed to phasing out diesel powertrains by 2026, and is making a heavy investment in hydrogen fuel cell technology, with the firm’s first hydrogen tech mules due to be running on public roads by the end of the year.
Manufacturing: ‘no plans’ to close facilities
The firm says that it has no plans to close any of its “core manufacturing facilities”, and will retain “our plant and assembly facilities in the home UK market and around the world.”
Jagur Land Rover has said that ie will not discontinue any current products and “do not plan to stop production” of any existing models.
The firm’s Solihull plant will be used to build Land Rovers on the MLA platform and Jaguar models on the new BEV platform. The Hailwood facility will be used to build cars on the EMA architecture.
The future of the Castle Bromwich site is less clear, with Bollore saying “first we will continue production of our existing nameplates built there to the end of their lifecycle. Then we will explore opportunities to refurbish the plant, which could benefit from the consolidation of businesses scattered across the midlands.”
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