Jaguar Land Rover Announces New Global EV Strategy

Jaguar Land Rover sells a single electric vehicle for 2021: the Jaguar I-Pace SUV. Soon, JLR will offer many more electrified and pure electric vehicles. (Jaguar Land Rover)

Jaguar Land Rover (JLR), owned by India’s Tata Motors, sells two of the most iconic British nameplates in the automotive industry. Jaguar is known for style and speed, while Land Rover is legendary for going where few vehicles can, and not strictly the gated suburban enclaves where they are so popular.

Now, a significant shift in brand strategy suggests both Jaguar and Land Rover will be known for electric vehicles (EVs) and corporate sustainability in the future.

According Thierry Bolloré, Chief Executive Officer, JLR’s new Reimagine strategy will redefine modern luxury. “The Reimagine strategy allows us to enhance and celebrate that uniqueness like never before,” said Bolloré in a statement. “Together, we can design an even more sustainable and positive impact on the world around us.”

At the heart of the Reimagine plan is its goal to transform JLR into a carbon neutral business by 2039. To reach this milestone, the company plans to offer all Jaguar and Land Rover nameplates in pure electric form by the end of this decade. Three new EV platforms are in the works, and the automaker is also developing a fuel cell electric vehicle (FCEV) in anticipation of growing demand for hydrogen-powered cars and SUVs.

To “realize its unique potential,” the Reimagine plan calls for Jaguar to become an electric luxury brand by 2025, when its exclusive new EV platform is ready. According to Jaguar, on this new platform the brand will create a “dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-gen technologies.” Currently, Jaguar has only one electric model, the i-Pace SUV.

Surprisingly, the planned XJ flagship sedan replacement is scrapped. The electrified vehicle was nearly finished, but Jaguar says the new model no longer fits with its future product plans.

Meanwhile, Land Rover plans to offer EV options across its Defender, Discovery, and Range Rover lineups, with the first electric SUV slated to arrive in 2024. More will follow in rapid succession, with six purely electric variants going on sale by 2026. In total, Land Rover anticipates 60% of its sales will be EVs by 2030.

To reach this goal, Land Rover will use the Modular Longitudinal Architecture (MLA) developed for the now-canceled Jaguar XJ sedan. The MLA platform supports electrified internal combustion engines as well as EVs. Additionally, an upcoming Electric Modular Architecture (EMA) will support fully electric Land Rovers. Both of these exclusive platforms will ensure that Land Rovers remain distinct from Jaguars.

In addition to its bold EV ambitions, JLR states that it “aims to become one of the most profitable luxury manufacturers in the world.” The company also plans to keep all of its United Kingdom manufacturing plants in operation, but it will consolidate the non-manufacturing side of the business.

JLR is not the first, or the only, luxury automaker to announce a dramatic expansion of electrified vehicles and a plan to reach carbon neutrality by 2040. For example, Volvo announced similar ambitions years ago. Today, the Swedish automaker is well down the road toward sustainable manufacturing, and may have a fully electric lineup by 2030.

What’s remarkable about JLR’s Reimagine plan is the sudden, decisive, and shocking cancelation of the new Jaguar XJ sedan.

Bolloré explained that the automaker’s transformation must be swift and definitive. “As a human-centered 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.”

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