Jaguar eliminates most vehicle models, leaving only the F-Pace standing.

Jaguar Announces Transformation into All-Electric Car Maker by 2025

In a significant move towards electrification, Jaguar Land Rover (JLR) has announced its intention to transform Jaguar into an electric luxury brand by 2025. This decision comes as the company is grappling with falling sales across its range and the challenges faced by other car manufacturers in selling electric cars.

The cornerstone of this transformation will be a trio of new electric vehicles (EVs) priced at £100,000 and above, set to launch in 2025. The location for the production of these new EVs has been confirmed as Magna Steyr in Austria.

Jaguar's current electric offering, the I-PACE, has already made a mark, having been voted the 2019 UK Car of the Year. The I-PACE, an electric SUV, accounted for a third of all Jaguar sales in the last quarter, underscoring the potential of electric vehicles for the brand. However, the future of the I-PACE and the Jaguar F-Pace, the only other internal combustion engine (ICE) model in Jaguar's lineup, remains uncertain.

In a bid to further strengthen its electric future, Jaguar is seeking a partner for its new EV platform project. The potential partner for this project is Altilium, a collaboration announced in 2024 to develop and showcase the UK's first EV battery cells from recycled materials used in JLR's electric vehicles.

As part of this transformation, JLR plans to end production of several models, including the XE, XF, F-Type, E-Pace, and i-Pace, in 2022. This move is in contrast with the strategies of Mercedes, Audi, and VW, who have pushed back on their stated aims to sell only EVs and have focused more on plug-in hybrid vehicles (PHEVs).

The company has not revealed the specific models that will be part of the trio of new electric cars in 2025. However, it is clear that these new models will form part of a new range of electric cars unrelated to JLR's current models.

This transformation comes as JLR expects to cut production of Jaguar vehicles by 25%, reflecting the challenges faced by the automotive industry in transitioning to electric vehicles. The long-term future of Jaguar, one of Britain's most iconic car brands, remains uncertain, but its commitment to electrification offers a glimmer of hope for a sustainable and innovative future.