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Jaguar Land Rover has announced that Jaguar will become an all-electric brand by 2025 under its new Reimagine strategy that will also see six new pure electric Land Rovers launched in the next five years.

The Jaguar brand will undergo “a renaissance to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies”, according to the company, while Land Rover’s first all-electric model will arrive in 2024 as it continues its aim of being the “world leader of luxury SUVs”.

In addition to its electric vehicle moves, Jaguar Land Rover is also developing hydrogen as a fuel option, with chief executive Thierry Bollore describing fuel cell as “a logical complimentary step”. The company will begin testing fuel cell cars on UK roads this year, as part of a “long-term investment programme”.

By 2030, all JLR models will offer a pure electric variant, at which point 60% of Land Rovers and all Jaguars will be full electric models, and the company’s stated aim is to become one of the most profitable luxury manufacturers in the world.

“We will help Jaguar realise its potential, reinforce Land Rover’s timeless appeal and collectively become a symbol of a truly responsible business for its customers, society and the planet,” said Natarajan Chandrasekaran, chairman of Jaguar Land Rover Automotive.

Although the product timeline is yet to be established, Jaguar has confirmed that the new XJ, which was set to be launched in the next 18 months, will now not form part of the line-up, although the nameplate is being retained and may re-emerge in the future in a different form.

JLR has also said that it is aiming to achieve net zero carbon emissions across its supply chain, products and operations by 2039, with sustainability that “delivers a new benchmark in environmental and societal impact for the luxury sector” described as fundamental to the success of the new strategy.

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