By on February 16, 2021

2019 Jaguar I-Pace

Jaguar Land Rover (JLR) has announced that it plans to have transitioned the Jaguar side of the business entirely to electric vehicles by 2025. Meanwhile, the more profitable Land Rover brand will be receiving its very first EV sometime in 2024. The plan is backed by a £2.5 billion (roughly $3.5 billion USD) investment.

As usual, take these promises with a grain of salt. Practically every manufacturer has underdelivered when it comes to electrification and features existing under the catch-all mobility tag. Jaguar’s current battery-electric vehicle, the I-Pace, hasn’t exactly been a smash hit and its construction is actually contracted out to Magna Steyr in Graz, Austria. Jag also recently abandoned the new XJ model, which has been in development for years. Ironically, the car was supposed to become the brand’s first all-electric sedan.

That is definitely at odds with its plan of providing an electric-only future. But the company explained that the model designation probably won’t be scrapped and may even reappear under a new platform (dedicated entirely to EVs) that’s likely to underpin all future Jaguars.

While JLR leadership absolutely wants to frame it as though Land Rover will likewise be moving toward ditching the internal combustion engine, its entire business is devoted to maintaining its luxury appeal and rugged past. Frankly, EVs might not be a good fit for the brand until they’re capable of enduring the kind of severe abuse and off-road shenanigans modern Land Rover owners assume their car can. JLR may also be hedging its bets. If world governments are successful in their banning of liquid-fueled automobiles, Jaguar will suddenly become the hotter property. If not, Land Rover will be there to pick up the slack for the foreseeable future.

That’s assuming JLR stays in relatively good health, which has not been the case. But parent company Tata Motors announced that a better than anticipated sales recovery in China helped it turn a modest profit. Despite hemorrhaging cash and jobs at a rate that made it look as though the automaker was doomed, Tata announced JLR had turned a £439-million (pre-tax) profit in the final quarter of 2020. If it can maintain that momentum through what’s already shaping up to be another difficult year, then its restructuring has definitely been working. Otherwise, it will have to be placed on deathwatch.

Though don’t think everything hinges on electrification vs combustion. Much of the current dialogue automakers are sharing with the public involves bolstering services and connectivity. Often masked by bold promises about carbon reductions and pivoting powertrains, there’s usually some mention of leveraging connected services, data acquisition, and software development for future profits. Jaguar Land Rover said it would be cooperating with Tata on all fronts.

“Our vision is clear… to become the creator of the world’s most desirable luxury vehicles and services for the most discerning of customer,” JLR CEO Thierry Bolloré noted in the release.

[Image: JLR]

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41 Comments on “Jaguar Going All Electric By 2025, Cancels Electric XJ Sedan...”


  • avatar
    ajla

    “Jaguar Going All Electric By 2025”

    So I guess the only Jaguar in 2025 will be the I-Pace.

    • 0 avatar
      FreedMike

      I dunno, they had the XJ sedan, which was a full-EV model, almost ready for production, and I’d presume this was built on an EV platform, so it’s a fair bet they have other full EVs in the pipeline.

      Now, whether they’re any good or not is the bigger question.

      • 0 avatar
        mcs

        They should just get Tesla’s platforms and redo the exteriors and interiors. Save them a lot of R&D money and give them access to the supercharger network. They could take a Model S and change the font end a little. Then redesign the interior. Model X re-done with an iPace like body and no falcon doors. That’s cheap enough. Buy the skateboards complete from Tesla.

        • 0 avatar
          Art Vandelay

          Isn’t Tesla using all of their available production capacity and then some meeting their own demand though? This sort of arrangement only works if Tesla has the capacity to actually build the platforms.

          A Tesla with interior and styling by Jag would get me into the showroom though.

          • 0 avatar
            mcs

            With the addition of that massive thing they’re building in Texas along with Berlin and a rumored factory in India, they might have capacity in 2025 to handle the volumes Jaguar would need.

        • 0 avatar
          FreedMike

          Tesla isn’t going to give up its’ tech and Jaguar is NOT going to want badge-engineered Model 3s.

          • 0 avatar
            mcs

            Musk has repeatedly said he’s willing to supply other automakers.

            https://www.inc.com/justin-bariso/elon-musk-quietly-revealed-a-brilliant-plan-that-could-change-auto-industry.html

            https://www.reuters.com/article/us-tesla-batteries/teslas-musk-says-open-to-supplying-batteries-to-other-automakers-idUSKCN24U0E1

            The Model S/X platform could use more volume to lower costs and would be a good fit for Jaguar and beneficial to Tesla.

          • 0 avatar
            FreedMike

            Well, thanks for the update, but I still don’t think that’s the right move for Jaguar. They need to be able to build homegrown stuff.

          • 0 avatar
            mcs

            They could build CKD Teslaguars in Karnataka and finish them in the U.K. Maybe Tesla semis as Tata semis made in India as well. They’ll need them for Europe. Even more cost savings. It just makes so much sense. Doesn’t mean it will happen, but it makes a lot of sense for them.

            Here’s a link to the article on Tesla India:
            https://www.bloomberg.com/news/articles/2021-02-14/tesla-selects-karnataka-for-electric-vehicle-plant-in-india-pti

  • avatar
    28-Cars-Later

    Perhaps JLR is in trouble?

    “If world governments are successful in their banning of liquid-fueled automobiles”

    What’s Oswald’s number again?

  • avatar
    SCE to AUX

    “As usual, take these promises with a grain of salt.”

    Maybe, but an *all* electric future in 2025 means you must stop development on ICE vehicles right now.

    Jaguar can’t use their last mile of runway on disparate programs. They’ll either get into the air successfully, or crash after a sickening stall.

    If the I-Pace points to their future, it’s not good. I had thought that car offered some promise, but it’s turned out to be a disappointment in terms of EV performance (range), and sales. But it has a great interior.

    Such a declaration is Jaguar’s last gasp. I wish them the best.

    • 0 avatar
      JMII

      “Maybe, but an *all* electric future in 2025 means you must stop development on ICE vehicles right now.”

      This is why I don’t believe much of these “no more gas” stories. Development cycles are LONG. Jag sells 6 different vehicles today, 1 is an EV. When they reach 4 out 6 vehicles then they are on target.

      However the other possibility is they cancel everything else. After all only CUVs and SUVs sell so maybe they are actually 1/2 way there already.

  • avatar
    ToolGuy

    India has made amazing progress since getting out from under the British monarch. (One wonders what Canada could achieve under similar circumstances.)

  • avatar
    Verbal

    Two words: Lucas electricals.

  • avatar
    schmitt trigger

    @Verbal;
    Reading those two words together, sent cold chills down my spine.

  • avatar
    SaulTigh

    I just don’t see every luxury buyer wanting an electric in a mere 3 years time. I think they’re limiting themselves.

  • avatar
    Kendahl

    Does “all electric” mean Jaguar won’t build any petroleum fueled vehicles after 2025 or does it merely mean they won’t introduce any new petroleum fueled models after that date but will continue building existing ones?

    What will happen to the F-Type?

  • avatar

    Its all are empty promises and declarations. Children of the Revolution. By declaring that JLR is now officially Woke. All companies are switching to all electric by 2024. Or by 2030. Or or by 2040. Or when fusion reactors go online. Or never. No, you won’t fool the children of the revolution, no no.

    • 0 avatar
      FreedMike

      “Woke”? Ask BMW what happened to 3-series sales when the Tesla Model 3 came out.

      Handwriting’s on the wall – luxury car buyers really like electrics. “Woke” has zero to do with it.

      • 0 avatar
        jack4x

        I think it’s more accurate to say “luxury car buyers really like Tesla”.

        There’s no indication whatsoever that any other luxury brand can successfully sell an EV (but a lot of evidence to the contrary), and I’d wager that a gas or hybrid Tesla would be a big seller.

        The brand is a lot bigger deal than the propulsion method for most car buyers (remember how many BMW buyers thought their cars were FWD?).

        • 0 avatar
          FreedMike

          At the moment, they’ve got the magic formula – slick styling, performance, and lots of gee-whiz tech features – and no one else really does. But you really think other luxury car companies can’t do this stuff? Yes, they can.

          https://www.audiusa.com/us/web/en/models/e-tron-gt/e-tron-gt-family.html

          I think the biggest issue for Tesla long-term is quality – right now, they can get away with selling stuff that’s not all that well made because there isn’t all that much competition around. That’s going to change very soon. To showroom shoppers, that Audi I posted above is going to feel like pure unobtainium compared to a Model S. This underscores a basic truth: all of Tesla’s competitors are RADICALLY better at the basic job of building a quality car than Tesla is…and quality matters to luxury car buyers.

          Tesla got off to a huge head start, but the competition is catching up.

          • 0 avatar
            ajla

            The ETron GT looks cool but it over $100K and will very likely have less range than a Chevy Bolt.

            If I’m buying a BEV then it needs to be good at being a BEV. Right now only Tesla is doing that IMO. And everyone else is at least a generation behind.

          • 0 avatar
            jack4x

            I don’t disagree with you, but again we are approaching the question from the POV of enthusiasts who put a little more rationality into their car purchases.

            Top level Android phones have had better specs per dollar than iPhones for quite a while now, just like Windows computers are generally more capable than a Mac for the same price. Doesn’t matter. Apple is “cool” so people buy them anyway(I say this as an iPhone owner).

            I don’t think it’s going to be so easy to unseat Tesla, and I think its premature for any other luxury brand to throw in the towel on what they already know how to do (gas engines) to chase something that might not be attainable anyways.

            Based on BMW, Audi, MB, and Tesla sales vs. Lexus I also question whether luxury buyers really demand quality, but that’s another story.

      • 0 avatar

        What happened to Mercedes S-Klasse when model S came out?

  • avatar
    crtfour

    I am a Jaguar enthusiast but they have totally lost me. I love V8’s and don’t like crossovers. I’m “only” 45 but love old school Jags. I have a 2002 XKR, a 2002 XJR, and an E-type that I will proudly keep running for quite some time. I truly wish them well going all electric but I will likely not be a buyer.

  • avatar
    PeriSoft

    I think the more interesting point here isn’t the electric switch (which I’m guessing will end up being more gradual than automakers think) but the implication that Jag will be 100% crossover. Any guesses on when the last non-crossover/SUV, non-pickup, non-edge-case ($100k+ sports car) passenger vehicle will be produced?

  • avatar
    Master Baiter

    “Jaguar Going All Electric By 2025…”

    They probably include plug-in hybrids as “electric.” Otherwise this is a pipe dream.

  • avatar
    FreedMike

    My first temptation is to say it’s time for a Jaguar deathwatch, but I’ll hold off.

    What if Jaguar can build electrics that look and feel like actual Jaguars? Load them up with a burled-wood interior and lots of leather, and sexy styling – i.e., all the stuff that’s missing from the current lineup – and resist the temptation to do the silly Tesla-style Ipad dash, and maybe they have something.

    I mean, it can’t be worse than what they’re trying to sell these days.

    (Willing to give them the benefit of the doubt, but there’s a LONG way to go here.)

  • avatar
    Tstag

    There is a logic to going all electric for Jaguar by 2025. Firstly they will climb the reliability charts. Electric cars have few moving parts. That means Jaguar can get one over the German brands. Secondly by dropping cars like the XE they will increase margins. Thirdly for Jaguar the I pace is becoming a success. Unlike normal cars sales are getting stronger as the model ages, new models will let them double down. Basically the logic is there but it’s brave stuff

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