JLR extinguishes the spark plugs, turns on the battery switch

February 16, 2021 // By Christoph Hammerschmidt
JLR extinguishes the spark plugs, turns on the battery switch
The CEO of the Jaguar Land Rover Group, Thierry Bolloré, has presented a strategy with which he intends to lead his traditional brands into the 21st century and make them fit for the carbon-free future. According to this strategy, the combustion engine will soon be obsolete at the company. From 2025, Jaguar is to produce exclusively electric vehicles; Bolloré plans to invest 2.8 billion pounds sterling (about €2.8 billion) annually in the development of corresponding drives and networked services.

By 2039, Bolloré says, JLR should become a zero-emissions company. In the next five years, Land Rover is to launch six purely electrically powered models, thus strengthening its profile as a provider of luxury SUVs. Somewhat further in the future, fuel cell drives are also planned; corresponding development projects are already underway. The reorientation of the product range is to be accompanied by an optimisation of the corporate structure. To this end, Bolloré wants to impose more agility and efficiency on the company.

The core of Bolloré's "Reimagine" strategy is the consistent electrification of the two brands Jaguar and Land Rover - on separate architectures and with independent, clearly differentiated profiles. The Land Rover SUV brand, with its three model families Range Rover, Discovery and Defender, will be joined by a total of six all-electric models over the next five years. The first all-electric variant is to appear on the market in 2024. According to media reports, Land Rover intends to use the modular longitudinal architecture MLA as the technical basis for the new electric models, which is suitable for conventional drives with combustion engines as well as for plug-in hybrids and battery-electric drives. Later, a new architecture called EMA (Electric Modular Architecture) is to follow.

Bolloré wants Jaguar as JLR’s other brand to experience a renaissance as a purely electric luxury brand by the middle of the decade. The new offering may also include a model called the Jaguar XJ, which, however, will in terms of technology not follow in the footsteps of the currently planned XJ successor.

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