The future is here
Jaguar Land Rover announced on Monday that by 2025, its luxury Jaguar brand will be all electric, while the Land Rover brand will release its first fully electric vehicle in 2024.
Chief Executive Thierry Bollore said the British company has "all the ingredients at our disposal to reimagine the business and the experiences our customers seek, to reimagine the benchmark of luxury."
Jaguar is celebrating its 86th anniversary in 2021, and over the last few years, the brand has been struggling due to lower sales, The Associated Press reports. British Transport Secretary Grant Shapps was thrilled by the company's announcement, saying it is a "huge step for British car manufacturing." This sentiment was echoed by the Society of Motor Manufacturers and Traders Chief Executive Mike Hawes, who said it will give "an injection of confidence" into a sector that was hit hard by the coronavirus pandemic.
Hawes said the British government must help carmakers compete with global competitors like Tesla, and Jaguar is providing a "roadmap to a future that is built around sustainability, with electrified and hydrogen models as well as investment in connected and digital technologies" which "aligns with government ambition and increasing consumer expectations."