Jaguar Land Rover ditches petrol and diesel to become ‘all-electric luxury brand’ by 2025

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Jaguar has said it will re-mage the brand to become an “all-electric luxury brand” by 2025 and a net-zero business by 2029. They have confirmed all Jaguar and Land Rover models will be available in pure electric ranges by the end of the decade.

At this stage 100 percent of Jaguar sales will come with zero tailpipe emissions.

The firm has said a range of new models are also in the pipeline over the coming years but have confirmed these will be exclusively pure electric models.

The first all-electric Land Rover will hit forecourts in 2024 with a further six pure electric cars set to become available over the next five years.

Land Rover will deliver electrified internal combustion engine models and electric variants as it evolves its future line-up.

Jaguar’s Chief Executive Officer, Thierry Bollore said the changes will help drive a “positive impact” around the world.

He 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.

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“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.”

As part of the radical update, Jaguar has confirmed it will not be continuing production on the much anticipated electric XJ.

In a statement, Jaguar said the new car “does not fit” with the new vision of the company which is likely to have a focus on luxury high-end vehicles.

They said: “Following a thorough technology review against the exponential change in the automotive industry, we concluded that the planned XJ replacement does not fit with our vision for a reimaged Jaguar brand.

“We have made the tough decision that it will not form part of the line-up, as the brand looks to realise its unique potential.”

Despite the changes, the firm has confirmed they will retain its assembly plants in the UK market.

The Solihull plant will be the home of Jaguar’s pure electric programme where the firm will focus on building its high-tech vehicles.

Mr Bollore added the new scheme will help reimagine a “modern luxury by design”.

He said: “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.”

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