Jaguar Land Rover is the latest automaker to publicly announce a major shift toward electrification and sustainability. And while doing so, it will also provide new and distinct strategies for its two luxury brands.
During an online press event held today in the United Kingdom, Jaguar Land Rover CEO Thierry Bollore revealed how Jaguar will transition to a brand that exclusively sells battery electric vehicles beginning in 2025. He also announced that over the next five years Land Rover will release six pure electric variants with the first to arrive in 2024.
J.L.R. CEO Thierry Bollore announces new corporate sustainability strategy today in the U.K.
By the end of this decade, all Jaguar and Land Rover nameplates will be available in pure electric form. It is part of a larger overall corporate strategy to make the company a net-zero carbon organization by 2039.
As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power in line with a maturing of the hydrogen economy. Development is already underway with prototypes arriving on UK roads within the next 12 months as part of the long-term investment programme.
By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure electric luxury brand with a new portfolio of designs and pioneering next-generation technologies.
Land Rover will use the forthcoming flex Modular Longitudinal Architecture (MLA). It will deliver electrified internal combustion engines (ICE) and full electric variants as the company evolves its product line-up in the future. In addition, Land Rover will also use pure electric biased Electric Modular Architecture (EMA) which will also support advanced electrified ICE.
To realize its vision of modern luxury mobility with confidence, the company will curate closer collaboration and knowledge-sharing with Tata Group companies to enhance sustainability and reduce emissions as well as sharing best practice in next-generation technology, data and software development leadership. Jaguar Land Rover has been a wholly owned subsidiary of Tata Motors, in which Tata Sons is the largest shareholder, since 2008.
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Currently Jaguar offers a single pure electric model, the i-Pace which has been on sale since 2018. Land Rover currently does not have any pure battery electric models in its line up but does offer Plug-in hybrid variants of their Range Rover and Range Rover Sport models in North America. A PHEV version of their new Land Rover Defender is available in the U.K. but is not available in North America.
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