Jaguar is the latest global automotive brand to announce they will be phasing out the internal combustion engine, after confirming they will be transitioning to pure electric vehicle by 2025.

Amid declining global sales, Jaguar has confirmed they will make the transition to full electric power by 2025 in an effort to ‘realise the unique potential’ possessed by the luxury brand.

Meanwhile, sister brand Land Rover has committed to phasing out diesel engines by 2026 on its way to becoming a pure electric manufacturer by 2036. Six new pure electric models will also be introduced in the next five-years, with the first expected to be launched in 2024.

The mass changes come as part of Jaguar Land Rover’s new global strategy to ‘reimagine’ the future of modern luxury design through its two renowned brands.

Through the Reimagine strategy, Jaguar Land Rover will invest £2.5 billion annually on electrification and connected service technologies to enhance the customer experience and position themselves as global leaders in the development of desirable luxury vehicles for the future, according to CEO Thierry Bolloré.

“Jaguar Land Rover is unique in the 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,” said Mr Bolloré.

“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.”

Central to establishing its dominant presence in the luxury sector is Jaguar Land Rovers innovative new architecture platforms that will underpin all future models.

All future Land Rover models will be built on one of two new platforms, the flex Modular Longitudinal Architecture, or the pure Electric Modular Architecture, both of which will support the electrification of internal combustion engines. All future Jaguar models will be developed on a single pure electric platform.

In addition to the new electric platforms, Jaguar Land Rover is also investing in clean fuel-cell power, in anticipation of the growth in hydrogen technology. Development is already underway on a series of hydrogen fuel-cell prototypes with road testing to begin as early as next year.

Jaguar currently has one electric vehicle already on the market – the Jaguar i-Pace, which was crowned 2019 World Car of the Year at the New York International Auto Show.

Source: Jaguar Land Rover

17 Feb 2021