Jaguar Car Brand to Go All-electric by 2025

Struggling luxury car brand Jaguar is to be all-electric after 2025, as part of a bold new Reimagine strategy designed to revive the fortunes of Jaguar Land Rover (JLR).

Thierry Bolloré, the new CEO, has outlined a plan for the British firm, owned by Indian conglomerate Tata Motors, to phase out internal combustion engines by 2039 including a major shift to electrification. Each and every model to be released by Jaguar and Land Rover by the end of the decade will be an electric-only version.

The plan of electrifying the model also includes shifting car production from JLR’s Castle Bromwich factory east of the central England city of Birmingham to nearby Solihull.

Bollore stated the firm is “exploring opportunities to repurpose” the Castle Bromwich plant, leading to speculation it could be used for battery production.

Jaguar Land Rover has said to produce the first all-electric model of the far more profitable brand Land Rover in 2024 phasing out internal combustion engines.

“We have all the ingredients at our disposal to reimagine the business and the experiences our customers seek, to reimagine to the benchmark of luxury,” Bollore said.

The step was well accepted by British Transport Secretary Grant Shapps as “a huge step for British car manufacturing.”

The Society of Motor Manufacturers and Traders, the British car industry’s lobby group, said the announcement represents “an injection of confidence” into the sector, which has suffered over the past year during the coronavirus pandemic.

“Its roadmap to a future that is built around sustainability, with electrified and hydrogen models as well as investment in connected and digital technologies, aligns with government ambition and increasing consumer expectations,” said the SMMT’s chief executive, Mike Hawes.

Nevertheless, he added the U.K. will need to advance its competitiveness in light of the “fierce” global competition going on in the shift to electric cars, not least from the likes of Tesla.

“Government must ensure advanced manufacturing has its full support, with a policy framework and plan for growth that reduces costs, accelerates domestic battery production and electrified supply chains, and incentivises R&D and skills development,” he said.

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