Jaguar Land Rover goes electric and luxury in new strategy

Jaguar Land Rover (JLR), the iconic British carmaker, has announced its bold new vision for the future of mobility.

JLR are committing to invest a staggering £15 billion into electrification over the next five years. 

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JLR’s mission is to embrace the electric revolution and transform its business, from its product line-up to its manufacturing facilities and supply chain. With this ambitious plan, JLR aims to become a leader in the modern luxury electric vehicle market.

At the heart of JLR’s strategy is the concept of “electric first.” This means that every new model from JLR will be electric, with the company phasing out internal combustion engines (ICE) from its lineup by 2025. JLR’s investment will fund the development of new electric platforms, advanced battery technology, and cutting-edge manufacturing facilities.

The shift towards electric vehicles is about reducing emissions and delivering the ultimate driving experience. JLR has a long history of creating cars that combine performance, luxury, and style, and the company is determined to carry this legacy into the electric era.

JLR Chief Executive, Adrian Mardell, reaffirmed the business’s commitment to becoming an electric-first, modern luxury carmaker by 2030. This will form an integral towards JLR’s financial goals of achieving a net cash-positive position by FY25 and double-digit EBIT by 2026.

JLR’s electrification plan is not just limited to cars, either. The company will also invest in electric charging infrastructure, battery recycling, and other areas critical to transitioning to a low-carbon future. The ultimate goal is to create a closed-loop system, where the raw materials used in its vehicles are recycled and reused, minimizing waste and reducing the environmental impact of its operations.

This bold investment in electric vehicles will have far-reaching consequences, not just for JLR, but for the entire automotive industry. As one of the world’s most iconic and respected brands moves decisively towards electric vehicles, will other major manufacturers follow suit?

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