Jaguar Land Rover today announced a new global strategy called ‘Reimagine’, which involves a serious acceleration of the electrification of all its brands, including Jaguar which is fully electric by 2025 and then Landrover with mostly electric vehicles.
As part of the new plan, the carmaker plans for Land Rover and Jaguar brands to develop separate electrical architectures with ‘two distinct, unique personalities’.
It said about Land Rover:
In a Land Rover, vehicle and driver are united by adventure. By breaking new ground, facing new challenges and not being content with what is expected, Land Rover really helps people to go ‘Above and Beyond’. In the next five years, Land Rover will welcome six pure electric variants, as it remains the world leader in luxury SUVs through its three families Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.
And then it wrote about Jaguar:
By the middle of the decade, Jaguar had undergone a renaissance to emerge as a pure electric luxury brand with a dramatically stunning new portfolio of emotionally engaging designs and groundbreaking next-generation technology. Jaguar will exist to make life extraordinary by creating dramatically beautiful driving experiences that make its customers feel unique and rewarded. Although the name tag may be retained, the planned Jaguar XJ replacement will not be part of the range as the brand wants to realize its unique potential.
More specifically, this means that all new Jaguar vehicles will be fully electric by 2025, and by 2030, the UK carmaker expects 100% of the brand’s sales to be fully electric vehicles.
As for Land Rover, it will lag a bit behind the Jaguar brand, which already has an electrification advantage with the I-Pace.
It will get its first electric vehicle in 2024, and by 2030 the company expects 60% of all sales to come from electric vehicles.
Here are the highlights of Jaguar Land Rover’s new global strategy:
- New global strategy – Reimagine – announced for British company led by CEO Thierry Bolloré
- A sustainability-rich imagination of modern luxury, unique customer experiences and positive social impact
- Starting the journey to becoming a net carbon company by 2039
- Reputation of Jaguar as an all-electric luxury brand from 2025 to ‘realize its unique potential’
- In the next five years, Land Rover will welcome six pure electric variants, as it is still the world leader in luxury sports utility vehicles.
- By the end of the decade, all Jaguar and Land Rover nameplates will be available in pure electric form; the first all-electric Land Rover model in 2024
- Clean hydrogen fuel cell power is being developed to prepare for future demand
- Streamlined structure to deliver greater mobility and promote focus efficiency
- Global manufacturing and assembly footprint that needs to be maintained, made right, reused and reorganized
- Collaboration and knowledge sharing with industry leaders, especially from the broader Tata group, will enable the enterprise to explore potential synergies over clean energy, connected services, data and software development leadership
- Towards double-digit EBIT margin and positive cash flow, with the ambition to achieve positive cash net debt by 2025 with a value creation approach that delivers quality and profit-over-volume
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