Jaguar Going Electric, Land Rover Expands Electrification

Christian Wardlaw | Feb 16, 2021

Six months ago, Thierry Bolloré took the reins as chief executive officer of Jaguar Land Rover (JLR). Now, after a full review of product plans and corporate strategy, Bolloré has announced a new vision for JLR called “Reimagine.” It calls for Jaguar to transform into a fully electrified luxury brand by 2025, for Land Rover to add several electrified models by 2026, and for JLR to achieve carbon neutrality by 2039.

Jaguar F-Pace Plug-in Hybrid SUV

“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,” said Bolloré in a statement. “[Our] brands 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,” 

How fast is JLR moving? The company chopped the all-new and electrified Jaguar XJ flagship sedan from the Reimagine plan. The new car was nearly complete, but it sits on a Modular Longitudinal Architecture (MLA) that is now going to Land Rover, where it will support both plug-in hybrid electric vehicles (PHEVs) and electric vehicles (EVs). Additionally, Land Rover will get a new EV platform called the Electric Modular Architecture (EMA).

Meanwhile, Jaguar is transitioning to a different EV architecture in a bid to ensure that vehicles with a leaping cat emblem remain distinctly different from those with a mud-splattered Land Rover logo. This new platform is expected by 2025 and will form the basis for future Jaguars. By 2030, JLR says every Jaguar will be a purely electric vehicle, and 60% of Land Rover sales will be zero-emission EVs.

Beyond these decisive moves with its product lineup, JLR is:

  • Developing a fuel cell electric vehicle (FCEV) powertrain in anticipation of clean sources of hydrogen fuel, expanding infrastructure, and greater consumer demand
  • Evaluating all manufacturing and business operations in a bid to dramatically improve corporate profitability
  • Putting into motion plans to become a carbon-neutral company by 2039

India’s Tata Motors owns JLR. In a statement, Mr. N Chandrasekaren said: “The Reimagine strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group. Together, we will help Jaguar realize its potential, reinforce Land Rover’s timeless appeal, and collectively become a symbol of a truly responsible business for its customers, society, and the planet.”

Jaguar Land Rover is the source of information for this article. It was accurate on February 15, 2021, but it may have changed since that date.

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