Jaguar is going electric!


Thierry Bolloré, Chief Executive Officer at JLR has announced a new direction as part of the ‘Reimagine’ campaign. 2039 is the target for the Tata owned ‘Jaguar Land Rover’ group to be a net zero carbon business. As part of this plan Jaguar will become an all electric brand in 2025. In the next five years, Land Rover will welcome six pure electric variants as it continues to be a world leader of luxury SUVs. All Jaguar and Land Rover nameplates will be available in pure electric form by end of the decade; first all-electric Land Rover model in 2024. Also in development at JLR is clean-hydrogen fuel-cell power in preparation for future demand. JLR says it will streamline its structure to deliver greater agility and promote an efficiency of focus. JLR says its global manufacturing and assembly footprint will be retained, ‘rightsized’, repurposed and reorganised. JLR says collaborations and knowledge-sharing with industry leaders, in particular from within the wider Tata Group will allow the company to explore potential synergies on clean energy, connected services, data and software development leadership. (Business Jargon alert) ‘All of this is to set JLR on a path towards double-digit EBIT margin and positive cash flow, with an ambition to achieve positive cash net-of-debt by 2025 with a value creation approach delivering quality and profit-over-volume’.

Thierry Bollore

“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,” said Mr Bolloré. Mr N Chandrasekaran, Chairman of Tata Sons, Tata Motors and Jaguar Land Rover Automotive plc commented: “The Reimagine strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group. Together, we will help Jaguar realise its potential, reinforce Land Rover’s timeless appeal and collectively become a symbol of a truly responsible business for its customers, society and the planet.” Mr Bolloré concluded: “As a human-centred company, we can, and will, move much faster and with clear purpose of not just reimagining modern luxury but defining it for two distinct brands. Brands that present emotionally unique designs, pieces of art if you like, but all with connected technologies and responsible materials that collectively set new standards in ownership. We are reimagining a new modern luxury by design.”


About Author

Michael Sheridan

Michael Sheridan is a senior and highly respected motoring journalist based in Ireland. He is a frequently heard voice on motoring, transport and mobility matters and has multiple credits on national television, national print media, national and local radio and other outlets. Michael Sheridan has been a Car of the Year Judge for more 20 years (& more recently a Van of the Year judge). Michael has produced and directed many international and national motoring TV programmes and documentaries both on cars and motorcycles - including four films on the iconic Route 66. Michael Sheridan is a former Chairperson of the Association of Professional Motoring Press (APMP).

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