Jaguar Land Rover unveiled its ‘Reimagine’ electrification strategy, which will see the Tata-owned luxury marque’s entire line up going electric by 2025.

Both the Land Rover and Jaguar brands will be electrified on separate architectures with what the company says will be two clear, unique personalities. 

In the next five years, Land Rover will introduce six pure electric variants as through its three families of Range Rover, Discovery and Defender. The first all-electric variant will arrive in 2024. 

By the middle of the decade, meanwhile, Jaguar will have undergone a ‘renaissance’ to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies. 

Although the nameplate may be retained, the planned Jaguar XJ replacement will not form part of the line-up.

Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100% of Jaguar sales, it is anticipated that around 60% of Land Rovers sold will be equipped with zero tailpipe powertrains.

Jaguar Land Rover says its aim is to achieve net zero carbon emissions across its supply chain, products and operations by 2039. As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power 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 programme. 

In addition, a new centralised team will be empowered to build on and accelerate pioneering innovations in materiality, engineering, manufacturing, services and circular economy investments.  

Annual commitments of circa £2.5bn will include investments in electrification technologies and the development of connected services, alongside data-centric technologies that the company says will further improve its ownership ecosystem.