JLR ‘Reimagine’ strategy to make Jaguar EV-only luxury car brand by 2025

Jaguar Land Rover (JLR) will transform Jaguar into a purely electric vehicle (EV) brand by 2025 and expects 60% of new Land Rovers to be zero-emissions capable by 2030.

The Tata-owned British car manufacturer also revealed its plan to establish two clear, unique personalities for the two brands as it announced it would to embark on a process of ‘rightsizing, repurposing and reorganising’ through a new ‘Reimagine’ strategy.

A statement issued by JLR this morning (February 15) said that it aims be “one of the most profitable luxury manufacturers in the world” through the new direction, stating: “Jaguar Land Rover is on a path towards double-digit EBIT margins and positive cash flow, with an ambition to achieve positive cash net-of-debt by 2025.”