Jaguar Land Rover invests $18 billion in electric future, rebrands to JLR

Jaguar Land Rover will undergo significant changes as it transitions to an electrified future. The automaker unveiled additional information regarding its comprehensive “Reimagine plan,” which calls for a redesign of everything from production facilities to the brand name. 

In the process, Land Rover models will eventually become their own brand under JLR. Additionally, the company will be a “house of brands” that include:

• Defender
• Discovery
• Range Rover
  

According to Professor Gerry McGovern OBE, chief creative officer of JLR, “The creation of the House of Brands, a natural evolution with the aim of enhancing and magnifying the distinctiveness of our characterful British marques, is pivotal to our Reimagine approach.” Adding, “Our ultimate goal is to create for our customers emotionally compelling experiences that, over time, will increase the long-term high equity for our brands and the long-term sustainability of JLR.”

By 2030, JLR wants to establish itself as a luxury electric brand. To get there, JLR declared that the first all-electric Range Rover will be supported by its next-generation electric SUV (ELR) platform in 2025. In addition, Jaguar is planning to release three new EVs, with the first being a potent four-door GT that will debut in 2025. But it won’t be a completely electrifying affair right away. For pure internal combustion and hybrid powertrains, JLR will continue to make use of its MLA architecture.

The Reimagine strategy also asks for the renovation and repositioning of JLR’s production facilities: 

• The new ELR platform will be used to construct EVs exclusively at the Halewood factory in Merseyside, UK. 
• The Wolverhampton engine manufacturing facility of the company will become the Electric Propulsion Manufacturing Center. 
• Also, JLR will extend the factory at Birmingham’s historic Castle Bromwich body stamping location so that it can be used in the coming era of EVs. 

Over the course of the next five years, JLR will invest a total of $18.6 billion at the current cash rate. But by the end of the fiscal year 2025, the company expects to be net cash positive. Ultimately, every JLR vehicle will be available with a fully charged battery by 2030. 

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