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Both Jaguar And Land Rover Brands To Become All-Electric Starting 2025

Both Jaguar And Land Rover Brands To Become All-Electric Starting 2025
The bold and new ‘reimagine’ strategy of Jaguar that is designed to revive the fortunes of Jaguar Land Rover (JLR) will see the company becoming an electric-only brand starting in 2025.
This target for the British company that is currently owned by India’s Tata Motors group was set under the leadership of the company’s new CEO Thierry Bolloré under which the company aims to turn itself into a net-zero-carbon emission business by 2039. One of the major drivers to achieving the target is a complete shift to electrification.
An electric-only version will be available for every Jaguar and Land Rover model by the end of the decade.
The company currently has no plans of shutting down any of its manufacturing facilities, Bolloré said.
With the first all-electric Land Rover due to be launched in 2024 will be part of the company’s target of launching six EV variants within the next five years for Land Rover.
The emphasis of the Reimagine plan was “quality over volume”, Bolloré said, as the company has set the target of making the JLR “the supplier of the most desirable vehicles for discerning customers”.
The company will also reposition the two brands as it will transform Jaguar into an electric-only brand while off-road ethos will be retained by Land Rover but will also target the upmarket customer.
“Jaguar and Land Rover will have two clear unique personalities, rooted in their rich history to give two distinct choices for customers,” said Bolloré.
Three architectures will be used by the company for supporting the electric transition of JLR. These comprise of two dedicated to Land Rover and a new pure-BEV platform which will be used exclusively by Jaguar.
The Modular Longitudinal Architecture will form the basis of the future Land Rover models. This architecture will allow the company to make both combustion engine and EV models. The company will also use the “electric-biased” Electric Modular Architecture (EMA) which also has the ability to “support advanced electrified” combustion engines.
The company will be able to “establish new benchmark standards in efficient scale and quality for the luxury sector” because of its production shifting to these three platforms and by further consolidation of the number of platforms as well as considering the models that would be produced per.
This will be crucial for it to keep its plants in the United Kingdom and at other places of the world open, the company said.
The company also expects that at least 60 per cent of new Land Rover sales and 100 per cent of all new Land Rover sales will comprise of fully electric versions by the end of the current decade. The Jaguar Land Rover line-up of the future would "feature a few less nameplates" because the focus of the company will be on the more popular models of the company, Bollore hinted.
The plans of the company phase out all its diesel powertrains by 2026 will also be strongly pushed by the firm, Bolloré also said, while it will make a major investment in development of technology for hydrogen fuel cell. The company expects that its first FCEV tech mules will be running commercially on roads by the end of the current year.

Christopher J. Mitchell

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