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Jaguar to go all-electric from 2025 as part of new JLR strategy

Date: 15 February 2021   |   Author: Sean Keywood

Jaguar is to become an all-electric brand from the year 2025, it has been announced.

The move is part of a new strategy from Jaguar Land Rover, which will also see six pure-electric Land Rover models introduced in the next five years - the first in 2024.

The plan is for all JLR nameplates to be available as EVs by the end of the decade, by which time the company is expecting 60% of Land Rovers sold to be pure EVs, in addition to 100% of Jaguars.

The strategic shift, announced by CEO Thierry Bollore, sees JLR aiming to become a net zero carbon business by 2039, and setting out to achieve positive cash net-of-debt status by 2025.

Where previously some Jaguar and Land Rover models have shared platforms, JLR says that from now on each brand will have its own vehicle architectures.

Jaguar will get one, pure EV platform, while Land Rover will have two - one focused on pure EVs, and another more concentrated on electrified internal combustion engine models.

The new electric Land Rover models will be part of the existing Range Rover, Discovery and Defender model families.

JLR claims that one of the benefits of simplifying its platforms will be manufacturing efficiencies - however, it plans to retain all its existing factories.

As part of the new strategy, a planned replacement for the Jaguar XJ luxury car will not go ahead, although the nameplate may be retained.

As well as battery-electric vehicles, JLR is also planning to look at hydrogen fuel cell vehicles, with prototype versions of these set to arrive on UK roads during the next 12 months.

According to Bollore, the new strategy will see JLR focus on making high quality vehicles, rather than chasing sales.

He said: "As a business we will be focused on value creation, on delivering quality and profit over volume. 

"Our vision is clear - to become the creator of the world's most desirable luxury vehicles, and services, for the world's most discerning customers. 

"Our structure, our investments, our culture, and our focus, will be designed to over-satisfy our customers at every step of their own very personal journeys."

Bollore explained that electric power was the ideal choice not just for environmental reasons, but for the types of vehicles JLR planned to create. 

"Electrification is truly exciting for us. Serenity, calmness, the smoothness of the ride, the comfort of the journey - all ways in which we express luxury in our vehicles today. The purity of electric is the next natural step." 

From a corporate point of view, Bollore announced that JLR would be "dramatically reducing the layers of management in the company".

He added: "A resized, more agile business provides us with a structure to succeed in tomorrow's world."

Bollore said that JLR would undergo a radical digital transformation, part of which would see it utilising closer collaboration with parent company Tata Group.

He said: "The central nervous system of our new structure will be radical digital transformation. Data is the backbone of new products, the lifecycle of existing products, the quality of our manufacturing, of the support and services we provide, and could provide to our customers in the future."