In a huge announcement yesterday, Jaguar Land Rover announced its new global strategy dubbed “Reimagine” which pushes the company and all its brands towards and electric future. The new “Reimagine” strategy accelerates Jaguar along with all its other brands to go all-electric by 2025. Land Rover is slated to follow shortly after with majority electric vehicles.
According to the automaker, both Land Rover and Jaguar brands are planning to develop two different electric vehicle architectures with “two clear, unique personalities.”
“In a Land Rover, vehicle and driver are united by adventure. By breaking new ground, confronting new challenges and not being content with the expected, Land Rover truly helps people to go ‘Above and Beyond.’ In the next five years, Land Rover will welcome six pure electric variants as it continues to be the world leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.”
“By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies. Jaguar will exist to make life extraordinary by creating dramatically beautiful automotive experiences that leave its customers feeling unique and rewarded. Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the lineup, as the brand looks to realize its unique potential.”
The plan doesn’t stop there however. In addition to only offering all-electric vehicles by 2025, the British automaker is expecting 100% of Jaguar’s sales to be made up of all-electric vehicles by 2030.
Lande Rover is expected to have its first all-electric vehicle come 2024. The company is aiming for 60% of its sales to be made up of all-electric vehicles by 2030.
Highlights of Jaguar Land Rover’s new global strategy are as follows:
-New global strategy – Reimagine – announced for the British company under the leadership of Chief Executive Officer, Thierry Bolloré
-A sustainability-rich reimagination of modern luxury, unique customer experiences, and positive societal impact
-Start of journey to become a net zero carbon business by 2039
-Reimagination 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 continues to be the world leader of luxury SUVs
-All Jaguar and Land Rover nameplates to be available in pure electric form by end of the decade; first all-electric Land Rover model in 2024
-Clean-hydrogen fuel-cell power being developed in preparation for future demand
-Streamlined structure to deliver greater agility and promote an efficiency of focus
-Global manufacturing and assembly footprint to be retained, rightsized, repurposed and reorganised
-Collaborations and knowledge-sharing with industry leaders, in particular from within the wider Tata Group will allow the company to explore potential synergies on clean energy, connected services, data and software development leadership
-On a path toward double-digit EBIT margin and positive cash flow, with an ambition to achieve positive cash net-of-debt by 2025 with a value creation approach delivering quality and profit-over-volume.