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Jaguar to become all-electric brand by 2025

Jaguar Land Rover to build new electric XJ model at Castle Bromwich plant

Jaguar Land Rover (JLR) has outlined its electrification strategy which will see Jaguar offer an entirely electric model line-up by 2025.

The Reimagine strategy was revealed by the car maker’s new CEO Thierry Bollore this morning (Feb 15).

“Reimagine will see us transition to being an electric-first business. By the end of the decade we will have achieved that goal, nameplate by nameplate every model will be available with full battery power,” he said.

Currently the only fully electric model offered by JLR is the Jaguar I-Pace. It has recently launched a wide range of plug-in hybrid variants across some of its most popular models including the Evoque and Discovery Sport, however.

Bollore confirmed there will be six all-electric Land Rovers within the existing Range Rover, Discovery and Defender families by 2030, with the first launching in 2024. Land Rover models will continue to be offered with a mixture of powertrains, including plug-in hybrid, until 2036.

Jaguar will only sell electric cars by 2025, but the revised model range will not include the replacement XJ that was due to launch this year. That project has now been cancelled, although Bollore hinted that the model name could be retained for future use.

No further details have been given on how the existing range of Jaguar models, such as the recently facelifted XE, XF and F-Pace, will be affected between now an 2025, but a statement issued by JLR outlining the new strategy said: “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.”

The brand expects 60% of Land Rovers will be sold with zero-emission powertrains by 2030 and will begin to phase out diesel engines from its model range from 2026.

Click here for electric cars and hybrids best practice and procurement insight

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