This comprehensive plan aims to reshape JLR into a luxury arm that may compete with the current giants.

Jaguar Land Rover (JLR) has announced its plan to invest £15 billion (approximately R338 685 564 300) over the next five years, as it accelerates its transformation into a modern EV luxury car manufacturer. This will include the renovation of its Halewood plant in Merseyside, UK to become an all-electric production facility.

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The current roadmap

Its next-generation medium-size SUV architecture, electrified modular architecture (EMA), will also be pure-electric. JLR’s commitment to its Reimagine strategy will reposition the company as an electric-first, modern luxury carmaker by 2030. By achieving its financial goals of achieving a net cash-positive position by the 2025 fiscal year and double-digit earnings before income taxes by 2026, JLR has a bold goal of becoming the world’s leading modern luxury car manufacturer. The automaker also plans to retain the flexible modular longitudinal architecture (MLA) on which Range Rover and Range Rover Sport are built.

Strengthening all brands

JLR will also introduce a new House of Brands approach to amplify the unique character of each of its brands consisting of Land Rover, Range Rover, Defender, Discovery, and Jaguar. The company plans to build emotionally engaging experiences for its clients that will build long-term high equity for its brands and long-term sustainability for JLR. Chief Creative Officer, Professor Gerry McGovern OBE, stated that the goal is to become proud creators of the world’s most desirable modern luxury automotive brands for the most discerning clients.

Attracting new and existing customers

JLR will start to invite applications for client orders for the modern luxury all-electric Range Rover later this year. The first of its next-generation medium-size modern luxury SUVs will be an all-electric model from the Range Rover family, launching in 2025 and built at Halewood in Merseyside. The automaker also announced that the first of three reimagined modern luxury Jaguars will be a four-door GT built in Solihull in the West Midlands, UK. With a power output more than any previous Jaguar and a range of up to 700 km, the new Jaguar will be built on its own unique architecture named JEA. More details of the new four-door GT Jaguar will be released later this year with a planned release date sometime in 2024. Customer deliveries have been penned in for 2025 with an indicative pricing of £100 000 (approximately R2.3 million).

Confident about the future

Adrian Mardell, CEO of JLR, said: “Today, I am proud to announce we are accelerating our electrification path, making one of our UK plants and our next-generation medium-size luxury SUV architecture fully electric. This investment enables us to deliver our modern luxury electric future, developing new skills and reaffirming our commitment to being net-zero carbon by 2039.” JLR’s investments will not only provide an all-electric option but also offer flexibility for customers looking for internal combustion engines (ICE), hybrid, and battery-electric vehicle (BEV) options.

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