Jaguar to become electric-only brand from 2025

Jaguar is transitioning to a fully electric car brand, planning to sell only zero-emissions cars from 2025. In addition, sister brand Land Rover will launch a raft of new electric vehicles (EVs), with the first due to arrive in 2024.

While it was long understood that Jaguar's next EV would be the next-generation XJ luxury saloon, it now appears that plans for that model have been scrapped. However, Jaguar says the name might return in the future. It is now likely that the first electric Jaguar from this new era will be the so-called J-Pace, an electric SUV larger than today's Jaguar I-Pace and with an expected range of around 300 miles between charges.

This announcement also means that Jaguar's current portfolio of vehicles, including the XE and XF saloons, the Jaguar E-Pace and Jaguar F-Pace SUVs and the Jaguar F-Type sports car, will either not be replaced or will undergo dramatic changes when they reach the end of their life cycles. However, the company has confirmed that none of its existing models will be discontinued early as part of this plan.

On the Land Rover side, the firm's first EV is likely to be an all-electric variant of the Range Rover that should also offer a range of at least 300 miles. The company has also confirmed that fully electric variants will join the Land Rover Discovery and Land Rover Defender line-ups.

The last of those electric models will be on sale by 2030, by which point 60% of all Land Rover sales are expected to be of EVs. No diesel engines will be sold from 2026.

While much of the research and development work needed to transform Jaguar Land Rover (JLR) into more of an EV brand will be shared, the company has also emphasised that future cars will be built on separate underpinnings – something it says will give them "two clear, unique personalities".

This news forms part of a new global strategy for the British brands, dubbed Reimagine, which was announced this morning by company boss Thierry Bolloré. JLR plans to achieve net-zero carbon emissions across its supply chain, products and operations by 2039. 

JLR says part of its investment in EVs will include models powered by hydrogen fuel cells, and prototype vehicles will begin hitting British roads within the next year. The company has also confirmed that it will retain its existing factories and facilities in the UK.

Bolloré said JLR wanted to use its small size as an advantage, because that made the company more agile, meaning it could react faster to changing circumstances than larger rivals. He said that in future, it would act more like a technology company, before taking a swipe at rivals by saying that it would actually act like a tech company, rather than just saying it would.

He also noted that JLR is well placed in this regard, because parent company Tata already operates in this space. In fact, up to 25% of global internet traffic already passes through companies owned by the Indian industrial giant.

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