Jaguar Land Rover has announced that the automaker’s luxury brand, Jaguar, is to go fully electric within the next four years. By the time 2025 rolls around, the UK-based car manufacturer will have phased out internal combustion engines to become an all electric vehicle luxury brand.
The announcement has also included a significant change to Land Rover, with the mostly off-road brand anticipating that around 60 percent of stock will be equipped with zero tailpipe powertrains by 2030.
Jaguar Land Rover’s announcement comes as they become the latest large car manufacturer to aim for net zero carbon emissions across its supply chain, product and operations, with the goal set for completion by 2039. There are also enacting plans for hydrogen fuel cell electric prototype tests within the next 12 months, with the eventual hopes of becoming a ‘battery first’ car company.
This follows last month’s announcement from General Motors, where the company stated that it will phase out gasoline and diesel powered passengers cars and SUVs by 2035, with a goal of becoming carbon neutral by 2040. Ford recently made a similar announcement, investing roughly US$29 billion (~AU$37 billion) in electric and autonomous vehicles.
The announcement was part of an international media address from global CEO of Jaguar Land Rover Thierry Bollore, who also promised that Land Rover will introduce a total of six pure electric off-roaders from 2024.
Bollore has also ensured brand loyalists that existing Jaguar and Land Rover line-ups would continue seeing through the end of their planned production cycles, despite the commitment to “pure electric power by the end of the decade”.
“As a human-cenered company, we can, and will, move much faster and with a 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 with all connected technologies and responsible materials that collectively set new standards in ownership”, said Bollore during the media address.
“We are reimagining a new modern luxury by design”.
All these big car companies moving rapidly towards zero-emission strategies comes as Europe and China increasingly clamp down upon the industry with stringent fuel-efficiency targets. Although the demand is most certainly there as well, with more customers desiring electric cars with a higher standard of luxury and performance.
To date, Jaguar’s only electric car available in Australia is the I-Pace SUV, which is currently available for AU$120,000 for the base model.