Jaguar to be Exclusively BEV by 2030

Paul Myles

TU-Editor

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16th February 2021

Jaguar has committed to 100% BEV production by 2030 in line with the UK government’s brought forward deadline to ban all new vehicles with ICE powertrains.

The announcement was made as part of the automaker’s Reimagine business strategy that promises “two distinct modern luxury brands with sustainability at the center”. At the heart of this plan will be the total electrification of Jaguar while both Jaguar and Land Rover brands will be built on separate architectures with clear, unique personalities.

Land Rover will continue to enhance its appeal to adventure vehicle enthusiasts. In the next five years, it promises will six pure electric variants across its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024.

Meanwhile Jaguar plans to be the banner carrier as a pure electric brand pioneering next-generation technologies. Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the line-up, “as the brand looks to realize its unique potential”. This hints at the automaker thinking of a luxury sub-brand, not unlike PSA’s DS brand, to distance its executive luxury offerings away from its super sports range.

On the way to full electrification, JLR predicts that by 2030 all of Jaguar models will be BEV while around 60% of Land Rovers sold will be equipped with zero tailpipe powertrains, the rest probably employing hybrid technologies. It aims is to achieve net zero carbon emissions across its supply chain, products and operations by 2039. Fuel cell, too, will be part of the powertrain mix in line with a maturing of the hydrogen economy. Development is already underway with prototypes arriving on UK roads within the next 12 months as part of the long-term investment program.

Annual commitments of circa £2.5Bn ($3.47Bn) will include investments in electrification technologies and the development of connected services alongside data-centric technologies that to further improve the consumer ownership ecosystem.

JLR chief executive officer, 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.”

— Paul Myles is a seasoned automotive journalist based in London. Follow him on Twitter @Paulmyles_