JLR to begin its fully-electric journey starting 2024

CEO announces Reimagine strategy which will see entirely new architectures for both brands as well as greater collaboration with Tata Group companies.

Feb 15, 2021 No Comments Cars Like


Jaguar Land Rover has announced that its entire line up will go fully electric from 2025. CEO Thierry Bollore made this announcement as part of JLR’s reimagine strategy, which is designed to create new benchmarks in environmental, societal and community impact for a luxury business. In a major announcement, Bollore said, “ We are harnessing those ingredients today to reimagine the business, the two brands and the customer experience of tomorrow. The Reimagine strategy allows us to enhance and celebrate that uniqueness like never before. Together, we can design an even more sustainable and positive impact on the world around us.”

The CEO said that at the heart of its Reimagine plan will be the electrification of both Land Rover and Jaguar brands on separate architectures with two clear, unique personalities.

Over 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.

By the middle of the decade, Jaguar, as part of the Reimagine strategy,  will have undergone a renaissance to emerge as a pure electric luxury brand with a new portfolio of designs and pioneering next-generation technologies. 

Bollore reiterated that Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100% of Jaguar sales, it is anticipated that around 60% of Land Rovers sold will be equipped with zero tailpipe powertrains.

JLR will also aim to achieve net zero carbon emissions across its supply chain, products and operations by 2039. To achieve this, JLR 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.

A new centralised team will be empowered to build on and accelerate pioneering innovations in materiality, engineering, manufacturing, services and circular economy investments.  Annual commitments of circa £2.5bn will include investments in electrification technologies and the development of connected services to enhance customer experience, alongside data-centric technologies. 

Bollore also said the JLR’s flexible PIVOTAL subscription model (which has grown 750% during the fiscal year), born out of JLR’s incubator and investor arm, InMotion, will now be rolled out to other markets following a successful launch in the UK.

According to Bollore, Reimagine will see JLR establish new benchmark standards in quality and efficiency for the luxury sector by rightsizing, repurposing and reorganising. Central to this is the new architecture strategy. 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. Future Jaguar models will be built exclusively on a pure electric architecture.

Reimagine is designed to deliver simplification too. By consolidating the number of platforms and models being produced per plant, the company will be able to establish new benchmark standards in efficient scale and quality for the luxury sector. Such an approach is expected to help rationalise sourcing and accelerate investments in local circular economy supply chains.

JLR will retain its plant and assembly facilities in the home UK market and around the world. As well as being the manufacturer of the MLA architecture, Solihull, West Midlands will also be the home to the future advanced Jaguar pure electric platform. 

Driving this transformation is the recently launched Refocus programme, by consolidating existing initiatives like Charge+ with new cross-functional activities. Reimagine will see JLR create a flatter flatter structure to empower employees. JLR will also substantially reduce and rationalise its non-manufacturing infrastructure in the UK. Gaydon, where JLR is located will become the symbol of this effort – the ‘reactor’ of the business - with the Executive Team and other management functions moving into the one location to aid frictionless cooperation and agile decision-making.  

JLR will also work more closely 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, Bollore added.

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