Jaguar Land Rover's Reimagine electrification plans explained

Published: 15 February 2021

► JLR’s Reimagine plans in detail
► e-XJ scrapped, BEV platforms to come
► All JLR cars to be pure electric by 2030

Jaguar Land Rover has put forward its roadmap to success and profitability for the next 20 years. New boss, Thierry Bollore says the plan will be ‘focused more on profitability than volume.’

The biggest news is a massive future rollout of electrification across Jaguar and Land Rover nameplates, and a rationalisation of said nameplates. Jaguar and Land Rover will have access to one new platform each, that will be utilised across the future model range and is capable of pure electric power.

Read on for more details and stay tuned for more updates.

What does this mean for Jaguar?

jaguar reimagine

Jaguar will become an ‘all-electric luxury brand’ from 2025, in order to ‘realise its unique potential.’ Part of that will be a migration of new models onto a new battery-electric platform that will be manufactured in Solihull.

As for its new model range, Bollore made clear that the Jaguar range would not be the way we know it now: ‘For Jaguar, we are currently thinking around what is in the next portfolio,’ Bollore said during a press conference, ‘it will probably be more compact than the one we have today.’

jaguar e-xj

One of the most pertinent details is that the electric XJ, which was expected to be Jaguar’s next EV after the I-Pace, has been scrapped. Bollore says while the nameplate could remain, it ‘was not fitting in with the new plan. It was a tough and significant decision.’

As for performance cars, like what could come after the F-Type… ‘It’s a question we are looking at very carefully,’ says Bollore.

What will happen at Land Rover?

land rover reimagine

The off-road and luxury SUV brand in the pairing, too, will shift to full electric power by 2030, with the first pure-electric Land Rover model coming in 2024 – most likely an electric version of the next-generation Range Rover.

The plans describe how Land Rover will focus primarily on three model families in future: Range Rover, Discovery and Defender. While those nameplates are seen to be the most profitable, Bollore would not describe how this would affect cars like the Discovery Sport, Evoque, Velar and Range Rover Sport beyond that ‘we will continue with these families.’

Under the skin, Land Rover will use the new EMA platform. It’s all new and different from Jaguar’s BEV platform, as Bollore is keen to keep the brand identity of the two brands separate. Spec details aren’t known yet, but Bollore says testing of the new platform will be under way later in 2021.

We’ll update this story with more details soon.

Read more CAR industry news here

By Jake Groves

CAR's deputy news editor, office Geordie, gamer, lover of hot hatches