JLR to invest £15bn and adopt a House of Brands approach in its electrified future

Jaguar, Range Rover, Defender and Discovery to become individual entities

British marquee JLR has recently announced many exciting plans and updates to its products and brands to accelerate its transition to become the world’s leading modern luxury car manufacturer. The plans would materialise on the back of a £15bn investment to better JLR’s industrial footprint, vehicle programmes, autonomous, AI and digital technologies and people skills over five years.

As part of the Reimagine strategy the brand adopted two years ago, JLR plans to move to a House of Brands approach. It implies JLR would now become a parent company and boast an umbrella of brands comprising Jaguar, Range Rover, Defender and Discovery as individual entities.

Furthermore, Jaguar itself is poised to become an all-electric luxury car brand by as early as 2025. The first batch of this new electrified product line-up will comprise three reimagined modern luxury Jaguars with the first said to be a 4-door GT built in Solihull in the West Midlands, UK. This new 4-door GT Jaguar EV will boast power output more than any previous Jaguar, a range of up to 700 km and indicative pricing from £100,000. The new Jaguar GT EV will also be built on its own unique architecture, named JEA, and the same is slated to go on sale in 2024, with first client deliveries set for 2025.

JLR’s electrification roadmap also sees the marquee’s confirmation of accepting invite applications for client orders for the modern luxury all-electric Range Rover from later this year. Besides the all-new Jaguar GT EV, the Range Rover family will debut the first of its next-generation medium-size modern luxury all-electric SUVs in 2025.

With the trend of electrification increasing yearly, JLR has further announced that its electrified modular architecture (EMA) will now be pure-electric. JLR will retain the flexible modular longitudinal architecture (MLA) on which Range Rover and Range Rover Sport are built, offering internal combustion engine (ICE), Hybrid and battery electric vehicle (BEV) options to the brand.

Besides the electrified architectures, JLR is also transitioning its Halewood plant in Merseyside, UK, into an all-electric production facility. The British brand also revealed its Engine Manufacturing Centre in Wolverhampton, UK, currently producing Ingenium internal combustion engines for its vehicles, will have an electric future producing electric drive units and battery packs for JLR’s next-generation vehicles and subsequently get renamed the Electric Propulsion Manufacturing Centre to reflect the move.

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