When new CEO Thierry Bollore announced his bold new Reimagine strategy, meant to revive the fortunes of Jaguar Land Rover (JLR), he made several bold claims.
Now only would the company become a net-zero-carbon business by 2039, but every Jaguar and Land Rover model will be offered with an electric-only version by the end of the decade, and Jaguar will become an electric-only luxury brand from 2025 onwards.
Big ambitions indeed, but they raised yet more questions about the immediate future of both brands. Questions we aim to answer here.
What will happen to the Jaguar range?
Jaguar is heading for a total rethink, to become an EV-only brand by 2025. Under the new Reimagine plan, there appears to be a recognition that Land Rover is the one that does classic SUVs, while Jaguar must devise “a dramatically new portfolio of emotionally engaging designs” that doesn’t clash with the financially more successful Land Rover.
Bolloré won’t confirm that – but he won’t deny it, either. He says he wants the rethink of Jaguar to be so free that he’s not prepared to say anything that might place a limit on what happens next.
So he didn’t confirm an electric Jaguar F-Type?
No, he didn’t, although he did say that the subject of EV sports cars was recognised as an extremely important question, which he and his colleagues were “considering carefully”.
What about the Jaguar E-Pace, a successful seller that’s made in Graz, Austria, by Magna Steyr?
No specifics were given, but the suggestion that Jaguars will be EV-only by 2025 and that the future range will place a lot less stress on SUVs certainly seems to limit its prospects.