The automotive industry is in a period of major upheaval. After the Renault Group set out its restructuring roadmap, Renaulution, Jaguar Land Rover has now unveiled its own transformation strategy.
Known as “Reimagine”, the programme has a clear aim: to make Jaguar Land Rover a net zero carbon business by 2039.
To reach that target, both brands within the group will need to electrify their line-ups substantially-and that is exactly what is planned for the coming years. Jaguar is set to become electric-only from 2025, while every Land Rover model will offer a 100% electric variant by the end of the decade.
By that point, the goal is to ensure that 60% of Land Rover sales come from electric-only models.
Three platforms, all electrified
Built around the idea of prioritising “quality over volume”, the “Reimagine” plan will be underpinned by three platforms (two for Land Rover and one for Jaguar), with all of them electrified.
According to Thierry Bolloré, CEO of Jaguar Land Rover, reducing the number of platforms is intended to “establish new benchmarks in economies of scale and quality for luxury brands”.
Land Rover will use the Modular Longitudinal Architecture (MLA) platform-capable of supporting both combustion and electric powertrains-and the Electric Modular Architecture (EMA), a platform more strongly geared towards electrification that may still accommodate “highly electrified combustion engines”.
Jaguar, meanwhile, will rely on a dedicated, fully electric platform, which will serve as the foundation for all models from the British brand starting in 2025.
Finally, Bolloré also stated that from 2026 an end to Diesel engines is planned, and that Jaguar Land Rover will be investing heavily in hydrogen and fuel cell technology.
Jaguar: goodbye petrol, hello electricity
Turning first to Jaguar, the ambition is both straightforward and bold: the British marque is to become exclusively electric from 2025.
In today’s statement, the brand says this shift will allow Jaguar to “realise its unique potential” and, above all, move away from the decline in sales (and profits) that has “pursued” it in recent years.
Interestingly, the successor to the Jaguar XJ (which was already known to be electric) has been shelved. The company says it will not be part of the range, although it acknowledges the name could be used in the future.
Naturally, there is still plenty yet to be confirmed. Even so, it appears the brand may also move slightly away from SUVs, in order not to “clash” with Land Rover’s offerings.
Land Rover: fewer models, higher profits
Although the Jaguar Land Rover CEO says Land Rover’s range will include “fewer models” and will concentrate on the most popular options, the British brand is still expected to see plenty of new arrivals.
For instance, the first 100% electric Land Rover is scheduled to launch as early as 2024, and over the next five years Land Rover will introduce six 100% electric variants.
The factories will remain
Even though “Reimagine” promises a sweeping restructuring of Jaguar Land Rover-including changes to management-one point appears certain: factories will not be closed.
On this subject, Jaguar Land Rover has said it has no plans to shut its “main factories”. In addition, as the UK publication Autocar notes, no model should be discontinued, with “no plans to stop production of models”.
Overall, Jaguar Land Rover will invest £2.5 billion per year (€2.9 billion) under the “Reimagine” plan.
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