Jaguar Land Rover is getting an electric upgrade. Jaguar will be “reimagined” as an all-electric luxury brand beginning in 2025. Land Rover is expected to be fully electric by 2035.
Jaguar Land Rover is going electric. The British car company will be launching fully electric versions of its Range Rover and Range Rover Sport in 2024.
Also available with electric hybrid options starting next year, prices for the new Range Rover and Range Rover Sport will start at $104,500 and $83,000, respectively.
“The exceptional New Range Rover Sport sets new standards as the ultimate sporting luxury SUV, building on seventeen years of unique customer appeal,” said Joe Eberhard, president and CEO of Jaguar Land Rover North America, in a press release.
“It is the latest embodiment of our vision to create the world’s most desirable modern luxury vehicles,” he added. “Effortlessly blending new levels of sustainability with the signature qualities that have made Range Rover Sport so popular.”
Jaguar Land Rover goes electric
The electric car market is burgeoning. According to the International Energy Agency, the global electric vehicle stock surpassed 10 million—a more than 40 percent increase compared to 2019’s numbers. By 2030, the Edison Electric Institute predicts there will be 22 million electric vehicles on U.S. roads alone.
The move to electrification comes as more countries around the world pledge to achieve carbon-neutrality by 2050. A number of car manufacturers like Honda, Volvo, and Ford Europe have committed to going all-electric. Even muscle cars are getting an electric upgrade. Dodge will cease its production of gas-powered Chargers and Challengers in favor of electric models from 2024.
Jaguar Land Rover will face some challenges on its path to electrification, especially in light of the global microchip shortage. Companies use microchips, the general term for semiconductors, in new cars to control everything from engine and transmission functions to window motors and navigation systems. The influx in demand for new cars coupled with pandemic-related disruptions led to the shortage, which has caused production slowdowns for automakers.
Jaguar Land Rover’s sales have been on the decline, which the brand attributes to the chip shortage. U.S. sales dropped from 125,787 in 2019 to 97,417 in 2020, according to MotorTrend. In the last three months of 2021 alone, Jaguar Land Rover experienced a £9 million loss in sales.
But the company has high hopes for its new electric range, which is part of its new global strategy, called “Reimagine.” The business plan embodies “a sustainability-rich reimagination of modern luxury, unique customer experiences, and positive societal impact,” according to the company.
Jaguar will be “reimagined” as an all-electric luxury brand beginning in 2025. Land Rover’s transition will take longer. Beginning in 2024, the brand will add six new electric vehicles to its line-up, including the Range Rover and Range Rover Sport. The company expects to be fully electric by 2035, as well as carbon neutral by 2039.
“The Reimagine strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group,” said Natarajan Chandrasekaran, chairperson of Tata Motors, Jaguar Land Rover’s parent company. “Together, 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.”
Luxury car brands go electric
Jaguar Land Rover is the latest luxury car manufacturer to set its sights on electrification. Brands like Audi and Mercedes-Benz have all committed to going electric—embracing zero-emission vehicles in lieu of their gas-guzzling counterparts. Rolls Royce, Bentley, and Aston Martin also have luxury electric cars slated to hit showroom floors before 2025.
Maserati plans to go all-electric by 2030. Earlier this year, the Italian carmaker unveiled its new electric range, called Maserati Folgore. It will launch its first electric car in the range, called the GranTurismo, in 2023. By 2025, the company plans to offer electric versions of each one of its models.
“Maserati stands for performance and luxury, and that will be protected for sure in the future,” said Maserati’s CEO Davide Grasso. “As we move toward electrification, you will see more dedicated architecture focused on delivering the best in range and performance.”
In March 2021, Porsche outlined ambitious plans for going carbon neutral by 2030, including offering more electric vehicles. The German automaker currently only carries one electric car: the Taycan. Porsche expects that 80 percent of its global car sales will be comprised of fully electric vehicles by 2030.
For a complete guide to luxury electric cars, click here.