On February 17, Jaguar Land Rover announced its new global strategy, "Reimagine." The core of this strategy is to rebuild the future of modern luxury through its two British brands. According to CEO Thierry Bolloré, the heart of the strategy lies in the electrification of both the Jaguar and Land Rover brands, with separate architectures that possess distinct personalities.

For Land Rover, the connection between car and driver is forged through adventure. The brand aims to support those who seek to break new ground, embrace new challenges, and strive for "ABOVE AND BEYOND."

Specifically, through its three families – RANGE ROVER, DISCOVERY, and DEFENDER – the company will introduce six pure electric vehicle (EV) models over the next five years to maintain its leadership in luxury SUVs. The first pure EV model from Land Rover is expected to arrive in 2024.

By 2039, the company aims to achieve net-zero emissions across its supply chain, products, and operations. As part of this initiative, preparations are underway for clean fuel cell technology as hydrogen economy matures. This is being pursued as a long-term investment program, with a prototype expected in the UK within the next year.

Meanwhile, Jaguar will undergo a brand renaissance by mid-2020s. It will be reborn as a pure EV luxury brand, offering a stunning new portfolio with emotionally engaging design and next-generation technology. While the "XJ" nameplate may potentially survive, the successor model to the "XJ" that was under development will not be part of the lineup, and Jaguar will pursue its own distinct direction going forward.

In terms of electrification, Jaguar Land Rover plans to introduce pure EVs for each brand by 2030, with Jaguar aiming for 100% and Land Rover for approximately 60% of their powertrains to be zero-emission.

The architectural strategy for Land Rover will leverage the Modular Longitudinal Architecture (MLA), which supports electrified internal combustion engines (ICE) and full electric variants to align with the evolution of future product lineups. Additionally, the Electric Modular Architecture (EMA), specifically for pure EVs, will be used to support advanced electrified ICE. Jaguar models will exclusively use pure EV architectures.