Jaguar to become electric-only by 2025 | Ralph Lauren

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Jaguar has announced it will only sell electric vehicles by 2025, as the struggling auto maker tries to turn around its fortunes.

Chief executive Thierry Bollore announced the brand’s Reimagine plan overnight, which will also see six new all-electric Land Rover variants in the next five years.

Bollore said all Jaguar Land Rover nameplates will have a purely electric option by 2030, by which time 100 per cent of Jaguar and 60 per cent of Land Rover sales are aimed to be emissions-free.

The first electric Land Rivers will arrive in 2024 and the company hopes to create zero net carbon emissions by 2039.

Last year, Jaguar’s global sales slumped by 36.5 per cent compared to 2019.

Though Brexit and the COVID pandemic played their part, Land Rover still managed to sell more than three times as many vehicles to see a less-worrisome 18.3 per cent year-on-year drop.

Jaguar Land Rover chief executive Thierry Bollere.
Camera IconJaguar Land Rover chief executive Thierry Bollere.

Bollore said the two marques would have distinct personalities moving forward, with Land Rover focusing on upmarket off-roading and Jaguar winning buyers thanks to a “new portfolio of emotionally engaging designs and pioneering next-generation technologies”.

Interestingly, this doesn’t include the electric XJ limo which had been slated to be revealed in the coming months.

Bollore didn’t offer an explanation, but it could b due to the XJ sitting on the brand’s current platform, while a new EV-specific EMA platform will underpin future models.

He said the name may be retained in the future.

Though Jaguar has the electric I-Pace SUV in the market, we’d suspect it will leave the high-riders to Land Rover in the coming years.

Bollere said the company would aim for profit over volume in the coming years.

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