By 2039, Bolloré says, JLR should become a zero-emissions company. In the next five years, Land Rover is to launch six purely electrically powered models, thus strengthening its profile as a provider of luxury SUVs. Somewhat further in the future, fuel cell drives are also planned; corresponding development projects are already underway. The reorientation of the product range is to be accompanied by an optimisation of the corporate structure. To this end, Bolloré wants to impose more agility and efficiency on the company.
The core of Bolloré’s “Reimagine” strategy is the consistent electrification of the two brands Jaguar and Land Rover – on separate architectures and with independent, clearly differentiated profiles. The Land Rover SUV brand, with its three model families Range Rover, Discovery and Defender, will be joined by a total of six all-electric models over the next five years. The first all-electric variant is to appear on the market in 2024. According to media reports, Land Rover intends to use the modular longitudinal architecture MLA as the technical basis for the new electric models, which is suitable for conventional drives with combustion engines as well as for plug-in hybrids and battery-electric drives. Later, a new architecture called EMA (Electric Modular Architecture) is to follow.
By 2030, Jaguar Land Rover plans to offer every model range with fully electric powertrains. At that point, 100% of Jaguar sales and 60% of Land Rover sales will be all-electric models with zero local emissions.
In addition, the company aims to be completely carbon-free in its products, sites and supply chain by 2039. Fuel cell drives using “green” hydrogen are also part of this plan. Development is already underway, supported by a long-term investment programme – within the next twelve months, the first fuel cell prototypes will be on British roads for testing.
JLR will invest around 2.5 billion pounds sterling (approx. 2.8 billion euros) annually in electrification and the development of connected services, including data-centric technologies to optimise vehicle use. New business models such as Pivotal, the popular subscription model in the UK, will also be strengthened.
“Reimagine” is also intended to streamline the product range. The number of platforms and models coming off the production lines in the individual plants will be consolidated; in future, the company intends to place more emphasis on efficient structures and processes. All production sites in Great Britain and worldwide are to be retained. In order to accelerate this process, Jaguar Land Rover will significantly streamline its infrastructure in the UK beyond production. The company’s Technology and Development Centre in Gaydon will become the new headquarters. The board and other key management functions will be brought together there to enable smooth collaboration and agile decision-making. At the same time, the technological integration with the Tata Group is to be strengthened.
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