While some European carmakers are still gingerly feeling their way around the subject of moving from internal combustion engines to electric vehicles en masse, Jaguar Land Rover (JLR) is one company that isn’t holding back. Under the leadership of its CEO, Thierry Bolloré, the Tata Group-owned JLR has announced a new global strategy, which it calls ‘reimagine.’ This new strategy entails focus on sustainability, a move to electric power and reinterpretation of automotive luxury. Going forward, Jaguar will go all-electric by the year 2025 and will aim to have a positive impact on the society by going completely carbon neutral by 2039.

While Jaguar will go entirely electric by 2025, Land Rover will also make significant moves towards the electrification of its line-up; the brand will launch six new EV variants of its luxury SUVs over the next five years, with the first all-electric Land Rover slated for launch in 2024. According to the company, all JLR models will available in pure EV form by the end of this decade. However, while both Jaguar and Land Rover will move towards full electrification, both brands will see the development of separate vehicle architectures, with unique personalities that befit the qualities that each brand personifies. This will certainly require large investments and JLR will invest as much as $3.5 billion per year to realise its electric ambitions.

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In addition to electric power, JLR will also work on developing hydrogen fuel-cell engine, although those might still be in the more distant future. JLR will also explore further collaboration and knowledge sharing with its parent company, the Tata Group, and will look at synergies in the areas of connectivity, data-driven services and automotive software development. Working alongside the Tata Group may well be beneficial for both JLR and Tata Motors; the latter already leads the electric vehicle movement in India, with its Nexon crossover leading the EVs pack in the domestic market. Last year, Tata Motors sold around 2,600 units of the Nexon EV and is expected to launch electric variants of its hatchbacks Altroz and Tiago later this year.

At the (much) higher end of the EV spectrum, Jaguar will launch its electric SUV, the I-Pace, in India early next month. Together, Tata Motors and JLR may well be able to offer electric vehicles across multiple price segments over the next five years. ‘We have so many ingredients from within. It is a unique opportunity. Others have to rely solely on external partnerships and compromise, but we have frictionless access that will allow us to lean forward with confidence and at speed,’ says Bolloré in the context of JLR working alongside the Tata Group for the move towards full electrification.

While future Jaguar cars will be built exclusively on a bespoke pure electric architecture, Land Rover will use JLR’s forthcoming ‘flex modular longitudinal architecture’ (MLA), which will deliver both hybrids and full electric variants over the next decade. Plus, Land Rover will also use JLR’s ‘electric modular architecture’ (EMA), for more advanced electrified internal combustion engines/hybrids. The company intends to work in new ways that push it towards greater growth and profitability; JLR aims to be one of the most profitable luxury car manufacturers in the world within the next few years.

‘The ‘reimagine’ strategy takes Jaguar Land Rover on a significant path of acceleration, in harmony with the vision and sustainability priorities of the wider Tata Group. Together, we will help Jaguar realise its potential, reinforce Land Rover’s timeless appeal and collectively become a symbol of a truly responsible business for its customers, society and the planet,’ says N Chandrasekaran, Chairman of Tata Sons, Tata Motors and Jaguar Land Rover Automotive plc. ‘As a human-centred company, we can, and will, move much faster and with clear purpose of not just reimagining modern luxury but defining it for two distinct brands. We are reimagining a new modern luxury by design,’ concludes Bolloré.

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