Jaguar Land Rover has announced its plan to transform into a leading modern luxury automaker in the world. The company stated that its Hailwood plant in the UK will become a dedicated electric vehicle production facility, and the Electrified Modular Architecture (EMA), a mid-size SUV architecture, will serve as the platform for pure electric vehicles.
CEO Adrian Mardell confirmed the business direction of the ‘Reimagine’ strategy at a global media conference held at the Jaguar Land Rover Center in Gaydon, UK, aiming to position Jaguar Land Rover as an electric-driven modern luxury car company by 2030. He also clarified the goal of achieving positive net cash flow by the fiscal year 2025 and a double-digit pre-tax operating profit by 2026.
Adrian Mardell stated, “Since we commenced the Reimagine strategy two years ago, we have made significant progress. Visible achievements include the launch of the all-new Range Rover and the all-new Range Rover Sport, which received worldwide acclaim and confirmed demand with record popularity for the Defender family.” He continued, “Despite unprecedented challenges like the pandemic and semiconductor shortages, we successfully increased production of our most profitable models, achieving profits in the third quarter of the 2022/23 fiscal year.”
He further expressed pride in announcing the full electrification of our Hailwood plant in the UK, one of our facilities, alongside the next-generation mid-size luxury SUV architecture. He said, “Through this investment, we are realizing the future of modern luxury electric vehicles, developing new technologies, and reaffirming our commitment to achieve carbon neutrality by 2039.”
Jaguar Land Rover announced that it will reveal details about its next-generation electrification roadmap, including the all-new Range Rover, a modern luxury pure electric vehicle, which will start pre-orders by the end of this year.
The first of Jaguar Land Rover’s next-generation mid-size modern luxury SUVs is planned for release in 2025 and will be a pure electric vehicle within the Range Rover lineup, produced at Hailwood in Merseyside, UK.
The Electrified Modular Architecture (EMA) will be a dedicated platform for electric vehicles; however, as the electrification trend accelerates in the automotive market, Jaguar Land Rover plans to maintain the Modular Longitudinal Architecture (MLA) platform that underpins the all-new Range Rover and all-new Range Rover Sport, which will offer internal combustion engine (ICE), hybrid, and pure electric (BEV) options. Thanks to this strategy, they can flexibly adjust their vehicle lineup to meet varied global market demands, which are evolving at different speeds towards carbon neutrality.
As the next phase of the Reimagine strategy, Jaguar Land Rover will implement a ‘House of Brands’ approach to expand the unique characteristics of its brands, including Range Rover, Defender, Discovery, and Jaguar, and communicate the company’s vision more quickly and effectively to customers. Through this, Jaguar Land Rover aims to emerge as the most desirable modern luxury automotive brand for discerning customers worldwide.
Regarding the House of Brands approach, Jaguar Land Rover’s Chief Creative Officer Jerry McGovern stated, “The core of the Reimagine strategy is building a House of Brands. The shift toward a House of Brands structure is a natural evolution aimed at enhancing and amplifying the unique characteristics of British brands. Our ultimate goal is to provide emotionally engaging experiences for customers, which will build brand equity in the long term and ensure the sustainability of Jaguar Land Rover.”
Jaguar Land Rover has also announced that the first of three modern luxury Jaguar vehicles reborn under the Reimagine strategy will be a four-door GT produced at the Solihull plant in West Midlands, UK. The new Jaguar vehicle, which is set to be priced in the £100k range, will boast higher output than any Jaguar previously released and approximately 700km of driving range, based on an exclusive architecture called JEA.
In this regard, Jerry McGovern remarked, “We are fundamentally in the process of rebirthing Jaguar as a modern luxury brand. The key design philosophy behind Jaguar’s transformation is ‘A Copy of Nothing’—to be a subject of imitation but to follow nothing.”
CEO Adrian Mardell noted, “Through the pre-orders for the pure electric model of the iconic luxury SUV Range Rover by the end of this year and the first of three pure electric models from Jaguar scheduled for launch in 2025, Jaguar Land Rover is entering a new era of electric vehicles as a modern luxury brand.”
Jaguar Land Rover has announced that its Hailwood plant in Merseyside, UK, will become a dedicated electric vehicle production facility, and the next-generation mid-size SUV architecture, the Electrified Modular Architecture (EMA), will be fully electrified. The company plans to transform its engine manufacturing facility in Wolverhampton, UK, which currently produces Ingenium internal combustion engines, into a base for the production of electric drive units and battery packs for Jaguar Land Rover’s next-generation vehicles. This facility will be renamed the Electric Drive Manufacturing Center in line with these changes.
Additionally, the historic Castle Bromwich plant will expand its stamping facilities preparing for compressive body metal processing, transforming it into a facility for next-generation electric vehicle bodywork, playing a crucial role in Jaguar Land Rover’s electric vehicle future. Alongside this, the company is conducting comprehensive reviews to explore how other facilities at Castle Bromwich may be utilized in the future.
Lee Sang-jin daedusj@autodiary.kr