Jaguar plans to become all-electric luxury brand by 2025

Jaguar Land Rover's new CEO Thierry Bollore has announced the company's Reimagine strategy, which says that by the middle of the decade, the Jaguar brand will become a pure electric luxury brand.

In the next five years, Land Rover will welcome six pure electric variants through its Range Rover, Discovery and Defender models, with the first all-electric variant will arrive in 2024.

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

Jaguar Land Rover also has an aim to achieve net zero carbon emissions across its supply chain, products and operations by 2039.

As part of this ambition, the company is also expecting to produce hydrogen fuelled vehicles, with development of prototypes arriving on UK roads within the next 12 months.

Annual commitments of circa £2.5bn will include investments in electrification technologies and the development of connected services to enhance the journey and experiences of customers, alongside data-centric technologies that will further improve their ownership ecosystem.

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