Jaguar Land Rover are reimagining the future of its two distinctly British brands and electrification is at the centre of this. The group’s Reimagine strategy for the future involves electrifying both Land Rover and Jaguar brands on separate architectures with two clear, unique personalities. The strategy is designed to create a new benchmark in environmental, societal and community impact for a luxury business.
Set against a canvas of true sustainability, Jaguar Land Rover will become a more agile creator. In the next five years, Land Rover will welcome six pure electric variants through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.
The exciting news for Jaguar is that by the middle of the decade it will have undergone a renaissance to emerge as a pure electric luxury brand. Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the line-up, as the brand looks to realise its unique potential.
Jaguar and Land Rover will both offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100 percent of Jaguar sales, it is anticipated that around 60 percent of Land Rovers sold will be equipped with zero tailpipe powertrains. Jaguar Land Rover aims to achieve net-zero carbon emissions across its supply chain, products and operations by 2039.
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.
Jaguar Land Rover says that sustainability that delivers a new benchmark in environmental and societal impact for the luxury sector is fundamental to the success of its Reimagine strategy. A new centralised team will build on and accelerate pioneering innovations in materiality, engineering, manufacturing, services and circular economy investments.
Annual commitments of around £2.5 billion ($3.5 billion/€2.9 billion) will include investments in electrification technologies and the development of connected services to enhance the journey and experiences of customers. Jaguar Land Rover will also invest in data-centric technologies that will further improve their ownership ecosystem. Reimagine will also see Jaguar Land Rover establish new benchmark standards in quality and efficiency by rightsizing, repurposing and reorganising.
Thierry Bolloré, Jaguar Land Rover CEO, said: “As a human-centred 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. Brands that 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. We are reimagining a new modern luxury by design.”