Jaguar has revealed its plan to become an electric-only brand from 2025. The announcement has been taken as part of the ‘Reimagine’ strategy of Jaguar Land Rover. However, the company said that it will become a zero-emission company only by 2039. The company is giving a major push to electrification as it believes this is one of the key ways to achieve the task. The decision comes at a time when the first elective vehicle of Land Rover is expected to be launched by 2024. The vehicle will be part of the electric line-up of six models. While all models of Jaguar will be available only in an electric version, it will take Land Rover at least a decade to achieve the same.
Jaguar Land Rover CEO Thierry Bolloré said that the company has a unique place in the global automotive industry and understands the needs of the future. “Our designs are unmatchable and we understand the luxury needs of our customers. With the spirit of Britishness, the company has wider sustainability within the Tata Group. We are doing everything to enhance the customer experience. The Reimagine strategy is helping the company to celebrate that exclusivity like never before. We are doing everything to make a better and sustainable environment around us,” the chief executive officer said.
The announcement, however, also means that the XJ model of the company has been cancelled for now. The model was originally due last year. But the company said that it is looking to realise the unique potential of the model. The important thing is to note is that not all the electric vehicles developed by the company are going to be battery-electric. Jaguar is working on developing hydrogen-powered technology. It will also utilise new Modular Longitudinal Architecture (MLA). The decision will help the company that is struggling in terms of sales. The move has been taken considering the increase in the demand for EVs.