On Monday 15th February, Jaguar Land Rover announced plans to become an “all-electric luxury brand” by 2025. The car marker unveiled a new ‘Reimagine’ strategy that paves the way for a complete electric vehicle range by 2025 and ambitious plans to become a net zero carbon business by 2039.
But JLR bosses insist they are committed to keeping all three of the firm’s British plants open. The car maker, owned by India's Tata Motors, said the Jaguar brand will lead the way with a complete electric vehicle range by 2025.
Land Rover’s first electric vehicle is due to arrive by 2024 and will form the initial step into a six-strong model line-up.
In a statement, Thierry Bollore, who took over as chief executive in September, said, “Jaguar Land Rover is unique in the global automotive industry. Designers of peerless models, an unrivalled understanding of the future luxury needs of its customers, emotionally rich brand equity, a spirit of Britishness and unrivalled access to leading global players in technology and sustainability within the wider Tata Group.
“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.”
JLR said it will spend around £2.5bn annually on electrification technologies and development of linked vehicle services. The firm said it was also investing in developing hydrogen fuel cells in anticipation of a future change to shift to power vehicles. The carmaker said it will have prototypes using hydrogen fuel cells on Britain's roads within the next year as part of a long-term investment plan.
