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Jaguar Land Rover have announced a new global strategy called Reimagine, with the start of the plan involving Jaguar going fully electric by 2025.

22 Feb 2021 | International News : U.K.


Jaguar Land Rover will reimagine the future of modern luxury by design through its two distinct, British brands. Set against a canvas of true sustainability, Jaguar Land Rover will become a more agile creator of desirable luxury vehicles and services for the most discerning of customers with a strategy that is designed to create a new benchmark in environmental, societal and community impact for a luxury business.

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. In a Land Rover, vehicle and driver are united by adventure.

All Jaguar and Land Rover nameplates will be available in pure electric form by end of this decade
By breaking new ground, confronting new challenges and not being content with the expected, Land Rover truly helps people to go 'Above and Beyond'. In the next five years, Land Rover will welcome six pure electric variants as it continues to be the world leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.

By 2025, Jaguar will become a pure electric luxury brand with a new portfolio of emotionally engaging designs and pioneering next generation technologies. Jaguar will exist to make life extraordinary by creating dramatically beautiful automotive experiences that leave its customers feeling unique and rewarded. Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the new lineup.

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

Jaguar Land Rover's aim is to achieve net zero carbon emissions across its supply chain, products and operations by 2039. As part of this ambition, 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 U.K. roads within the next 12 months as part of the long-term investment programme.

As part of the Reimagine global strategy, Jaguar will transition to becoming a fully electric brand by 2025
Sustainability that delivers a new benchmark in environmental and societal impact for the luxury sector is fundamental to the success of the Reimagine plan. A new centralised team will build on and accelerate pioneering innovations in materiality, engineering, manufacturing, services and circular economy investments.

Reimagine will see Jaguar Land Rover establish new benchmark standards in quality and efficiency for the luxury sector by rightsizing, repurposing and reorganising. Central to that journey, and in order to establish different personalities for the two brands, is the new architecture strategy.

Land Rover will use the forthcoming flex Modular Longitudinal Architecture. It will deliver electrified Internal Combustion Engines (ICE) and full electric variants as the company evolves its product lineup in the future. In addition, Land Rover will also use pure electric biased Electric Modular Architecture which will also support advanced electrified ICEs.

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