Jaguar has announced it will be fully electric by 2025 while sister brand Land Rover plans to have six EVs by 2030, with the first due to arrive in 2024.

The new global strategy – Reimagine – was announced overnight for the British company under the leadership of Chief Executive Officer, Thierry Bolloré.

The brand also announced that clean-hydrogen fuel-cell power was being developed in preparation for future demand.

Jaguar Land Rover’s aim is to achieve net zero carbon emissions across its supply chain, products and operations by 2039. 

“As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power in line with a maturing of the hydrogen economy. Development is already underway with prototypes arriving on UK roads within the next 12 months as part of the long-term investment programme,” the brand said in a statement.

Steve Kenchington, General Manager, Jaguar Land Rover New Zealand said: “The Reimaginestrategy for Jaguar Land Rover paths an extremely bright future for the company. It is exciting to see the direction of the company is well thought out and secure as we make massive sustainability, innovation and product development steps to cement our position as industry leaders in the luxury vehicle segment.”

“The coming years will be remarkable for the Jaguar and Land Rover brands and the mission to

become a net-zero carbon business by 2039. To have the Jaguar range as all-electric by 2025, just four years away is a giant leap for the brand and automotive industry. With the success of the all-electric I-Pace I see huge potential and contemporary alignment for the brand to move into the all-electric category.”

While it was thought that Jaguar's next EV would be the next-generation XJ large sedan, it seems plans for that model have been axed.

Instead, the first all-electric Jaguar under the new strategy will be the J-Pace, a large SUV, to join the I-Pace compact SUV.

On the Land Rover side, the firm's first EV is likely to be an all-electric variant of the Range Rover, with full electric versions of the Discovery and Defender to join the lineup.

The last of those electric models will be on sale by 2030, by which point 60% of all Land Rover sales are expected to be of EVs. No diesel engines will be sold from 2026.

While much of the research and development work needed to transform Jaguar Land Rover into more of an EV brand will be shared, the company has also emphasised that future Jaguar and Land Rover cars will be built on separate underpinnings – something it says will give them "two clear, unique personalities".

Bolloré said Jaguar Land Rover wanted to use its small size as an advantage, because that made the company more agile, meaning it could react faster to changing circumstances than larger rivals. He said that in future, Jaguar Land Rover would act more like a technology company, before taking a swipe at rivals by saying that it would actually act like a tech company, rather than just saying it would.