Jaguar Land Rover (JLR) has outlined its electrification strategy which will see Jaguar offer an entirely electric model line-up by 2025.The Reimagine strategy was recently revealed by the car maker’s new CEO Thierry Bollore. “Reimagine will see us transition to being an electric-first business. By the end of the decade we will have achieved that goal, nameplate by nameplate every model will be available with full battery power,” he said. They are stepping up efforts to electrify their fleet after struggling to meet tougher emissions rules with its gas-guzzling SUVs. The company has set aside 35 million pounds to pay fines for failing to comply with Europe’s tougher carbon-dioxide rules last year.

Currently the only fully electric model offered by JLR is the Jaguar I-Pace. It has recently launched a wide range of plug-in hybrid variants across some of its most popular models including the Evoque and Discovery Sport, however Bollore confirmed there will be six all-electric Land Rovers within the existing Range Rover, Discovery and Defender families by 2030, with the first launching in 2024. Land Rover models will continue to be offered with a mixture of powertrains, including plug-in hybrid, until 2036.

Jaguar Land Rover’s said it aims to achieve net zero carbon emissions across its supply chain, products and operations by 2039. “As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power in line with a maturing of the hydrogen economy.” “Development is already underway with prototypes arriving on U.K. roads within the next 12 months as part of the long-term investment program,” the statement added. Hydrogen is seen as a potential miracle fuel that could help the world’s worst-polluting industries slash carbon emissions and any major automakers already manufacture models using hydrogen fuel cells.

Jaguar is aiming for 100 per cent of its vehicles sold to be fully electric by the end of the decade, as well as 60 per cent of Land Rover sales. Diesel powertrains will also be gradually phased out by 2026.

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