XJ Doomed As Jaguar Announce Fully Electric Strategy From 2025

Jaguar Land Rover 'Reimagine'

Jaguar Land Rover new boss, Thierry Bolloré announced today the luxury brand will be an electric-only brand from 2025…

The latest and new global strategy from British company under the leadership of Chief Executive Officer will be called ‘Reimagine‘ which doesn’t have the same ring as the ‘Renaulution’ program the French opted for but nonetheless we all get the logic behind the tagline.

This bold plan will see the British company owned by the Indian Tata Motors group, evolve into a net-zero carbon business by 2039 which promises to deliver a ‘sustainability-rich reimagination of modern luxury, unique customer experiences’.

Jaguar Land Rover 'Reimagine'


The strategy for Jaguar is straight forward and will see all models built exclusively on a ‘pure electric architecture’. XJ fans look away now – whilst all nameplates will potentially be available, the XJ will not form any part of the line-up and was deemed as ‘not suited’ with the brand looking to realise its unique potential utilising only one platform across the whole range. However, the nameplate will be retained for any future changes.

Thierry Bolloré said:
Jaguar Land Rover is unique in the global automotive industry. Designers of peerless models, an unrivalled understanding of the future luxury needs of its customers, emotionally rich brand equity, a spirit of Britishness and unrivalled access to leading global players in technology and sustainability within the wider Tata Group.

We are harnessing those ingredients today to reimagine the business, the two brands and the customer experience of tomorrow. The Reimagine strategy allows us to enhance and celebrate that uniqueness like never before. Together, we can design an even more sustainable and positive impact on the world around us

Jaguar Land Rover 'Reimagine'

Land Rover

Meanwhile, Land Rover will use the forthcoming flex ‘Modular Longitudinal Architecture’ (MLA) to deliver electrified internal combustion engines (ICE) but will also use a ‘pure electric biased Electric Modular Architecture’ (EMA) which will also support advanced electrified ICE.

So, in the next five years, Land Rover will welcome six pure electric variants through its three families of Range Rover, Discovery and Defender. The first all-electric variant will make an appearance in 2024.

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Thierry Bolloré went on to say:
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

Things are moving fast and while the company aims to be one of the most profitable luxury manufacturers in the world, the future being ‘bright’ will involve many twists and financial turns along the way…

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