Jaguar to go all-electric from 2025 with Tesla Model 3 rival possible

New boss Thierry Bolloré confirms that Jaguars are more likely to be crossovers than SUVs. Baby Jag rivals for the Model 3 and Model Y are likely

New Jaguar Land Rover boss Thierry Bolloré has confirmed that Jaguar will become an all-electric car brand from 2025, as exclusively revealed by Auto Express.

Speaking at the announcement of JLR’s ‘Reimagine’ plan, Bolloré confirmed that Jaguar will only build all-electric cars from 2025 and that JLR would be leaving SUVs to the Land Rover brand.

“We want to reposition Jaguar – it will be very different,” said Bolloré. “The SUV will be Land Rover. Jaguar will be distinct from Land Rover.”

Jaguar Land Rover Chief Creative Officer, Gerry McGovern, is being tasked with leading a team to come up with a new design strategy for Jaguar, and that will also lead to a decision on platform architecture.

Bolloré confirmed that Jaguar will use a unique platform architecture, leaving the impending modular electric/internal combustion MLA (Modular Longitudinal Architecture) platform, plus the forthcoming EMA (Electric Modular Architecture) to Land Rover.

That means that the next generation of Jaguar XJ saloon based on the MLA platform, due to be shown this year and go on sale in 2022, has been axed from the line-up. “XJ does not fit with our new positioning,” Bolloré said. “It was a tough decision, for sure, but it was a significant decision.”

The decision on an all-electric platform for Jaguar would depend on the design strategy for the cars, as Bolloré explained: “We want the best of the best for the Jaguar platform.

“We let the designers totally free to make the most dramatic designs. Proportion is massively important and that will dictate the platform.”

Compact electric Jaguar

One of the plans on the table when Bolloré arrived at JLR was for a new small electric Jaguar crossover to rival the likes of Tesla’s Model 3 and Model Y, as well as the new Polestar 2.

The plan for smaller, electrified Jaguars already has support at board level, with JLR’s director of engineering, Nick Rogers, telling us last year: “A small electric Jag would be great – we need to think about that.

“That’s a really cool space that ideally we want to be in, and ideally our customers want us to be in – and it’s extremely relevant at this time.”

Similarly, Jaguar’s design boss, Julian Thomson, who now reports into Gerry McGovern is also a fan of smaller cars, recently telling us, “I would love to do smaller Jaguars. I think, reflecting on what’s happening around the world, I would love to do cars which are smaller, more efficient and have all the inherent values of a Jaguar, which are a beautiful thing to look at, with a fantastic interior, and are just great to drive – I’d love to do smaller cars like that”

Speaking exclusively to Auto Express at the end of last year, Gerry McGovern said: “It’s in its infancy, but I’ve started to work with the team defining a future design strategy for Jaguar.

“Over the years, I’ve developed a structured approach where, before we start designing anything, we go through quite an intense creative intellectual process where words are written down to help define a vision. A design strategy evolves from this process to create the guidelines for the design team. The design strategy that we developed for Land Rover over time became the bible for everything we did. 

“We have talked a lot in the past about Jaguar’s unique design heritage, which is clearly important to give the brand its authenticity. However, if just applied to a modern design language it will not be credible. Whatever we create has got to have integrity. 

“You start by looking at the past and see if anything is codifiable in a relevant, modern context. Ultimately it’s about capturing the essence of your heritage, not a retrospective look and feel.” 

So, it’s clear that future Jaguars will acknowledge the past, but look to the future, as McGovern explains: “Jaguar cars of the past were of their time, they weren’t looking back, they were looking forward.

“So, you consider the past, you observe the present, you imagine, then you plan and then you execute. At the moment, we’re in the actual process of the reimagining. Words such as exuberance and drama come to mind. Think of that jaw-dropping moment when the E-Type was viewed for the first time.”

Bolloré promised that it wouldn’t be long before we get an idea of Jaguar’s new look, while when we spoke with McGovern, he revealed his brief to his design team: 

“Think big. Dream. Don’t feel constrained. And by the way, don’t even think about the competition.”

While the electric XJ has been confirmed as dead, the much-rumoured J-Pace large SUV will go the same way – it, too, was due to be built on the new MLA platform, now for Land Rover use only.

XJ and J-Pace were due to be built at Jaguar’s Castle Bromwich factory. However, Land Rover models using MLA will be built in the UK at Solihull alongside Jaguars on their new platform, leaving Castle Bromwich likely to be repurposed for other uses.

With Bolloré confirming that no plants would be shut under the Reimagine plans, it could be that Jaguar Land Rover Special Vehicle Operations (SVO) moves to Castle Bromwich with Bolloré revealing big plans for SVO. “SVO is a real beauty,” he said. “It’s potential is huge. We will enhance its activity.”

Click the gallery below for our list of the best electric cars on sale right now...

Recommended

Electric cars in the UK: are we ready for the EV revolution?
Electric cars in the UK: are we ready for the EV revolution?
Features

Electric cars in the UK: are we ready for the EV revolution?

We take an in-depth look at how the UK is getting ready for the switch to electric
14 May 2021
'Judging by 2020's stats, demand for EVs is growing'
Opinion - electric cars
Opinion

'Judging by 2020's stats, demand for EVs is growing'

Steve Fowler finds some positive all-electric figures from a year of sales doom and gloom
13 Jan 2021
‘Your car may not be the most efficient tool for your new, lower-mileage life’
Opinion

‘Your car may not be the most efficient tool for your new, lower-mileage life’

Mike Rutherford thinks now is the perfect time to re-evaluate your modes of transport
20 Dec 2020
Pester power from kids pushes parents towards electric cars
News

Pester power from kids pushes parents towards electric cars

More than half of UK children want their parents to make the switch to an electrified car
27 Oct 2020

Most Popular

Driving test update to preserve the manual gearbox
Dacia Duster gear lever
News

Driving test update to preserve the manual gearbox

With more drivers learning in autos and electric cars, the DVSA is looking to update the driving test so people can still drive manuals in future
16 Jun 2021
Tesla Model 3 police car all set for evaluation by UK emergency services
Tesla Model 3 police car - front
News

Tesla Model 3 police car all set for evaluation by UK emergency services

Tesla hopes to offer UK police forces a new zero-emission emergency responder option with the Model 3 police car
17 Jun 2021
New 2021 Vauxhall Astra to offer plug-in hybrid power
Vauxhall Astra render
Vauxhall Astra

New 2021 Vauxhall Astra to offer plug-in hybrid power

The new Vauxhall Astra will get a plug-in hybrid powertrain and a more premium image - here’s how it could look
17 Jun 2021
Ineos Grenadier prototype 2022 review
Ineos Grenadier prototype
Ineos Grenadier 4x4

Ineos Grenadier prototype 2022 review

Can the Ineos Grenadier really fill the mud-splattered void left by the old Land Rover Defender? We take a first drive in a prototype to find out...
15 Jun 2021
Motorists think they can get away with driving offences due to lack of road police
police speed gun
News

Motorists think they can get away with driving offences due to lack of road police

Lack of road traffic police officers in the UK is making it easy for drivers to break the law, according to a survey of 15,500 British motorists
16 Jun 2021
New Nissan Qashqai 2021 review
Nissan Qashqai 2021
Nissan Qashqai

New Nissan Qashqai 2021 review

We get behind the wheel of the larger, more comfortable and higher-tech Nissan Qashqai SUV in the UK
16 Jun 2021
Dacia unveils new badge design
Dacia badge
Dacia

Dacia unveils new badge design

The new Dacia branding will feature on the company’s cars from 2022, with the Bigster being the first candidate
17 Jun 2021
New Audi Q4 e-tron 2021 review
Audi Q4 e-tron 2021  front
Audi Q4 e-tron

New Audi Q4 e-tron 2021 review

We get involved with the new all-electric Audi Q4 e-tron SUV on UK roads for the first time
17 Jun 2021
'I was cynical about Hyundai's aim to be the world's 2nd biggest carmaker, not now'
Opinion Genesis Hyundai Ioniq
Opinion

'I was cynical about Hyundai's aim to be the world's 2nd biggest carmaker, not now'

Steve Fowler is impressed by Hyundai's electric cars, its N division and now its luxury Genesis brand
16 Jun 2021
UN report highlights ethical problems with electric cars
Electric car charging
News

UN report highlights ethical problems with electric cars

Analysis reveals lithium refining takes 65 per cent of Chilean region’s water, while 40,000 child miners dig for cobalt in DRC
14 Jun 2021
Mazda to launch 10 new hybrids and three new EVs by 2025
Mazda electric plan
Mazda

Mazda to launch 10 new hybrids and three new EVs by 2025

The electrification push forms part of Mazda’s goal to become a completely carbon neutral company by 2050
17 Jun 2021
New Renault Arkana 2021 review
Renault Arkana - front
Renault Arkana

New Renault Arkana 2021 review

Does an eye-catching coupe-SUV body give the new Renault Arkana the edge over other mid-size SUVs? We find out...
16 Jun 2021
'The hydrogen underdog disruptor is back in town'
Toyota Mirai opinion
Opinion

'The hydrogen underdog disruptor is back in town'

Mike Rutherford says hydrogen-powered cars could still be a frequent sight on UK roads
13 Jun 2021
New Skoda Enyaq iV 2021 review
Skoda Enyaq iV 80 Sportline - front
Skoda Enyaq

New Skoda Enyaq iV 2021 review

The new Skoda Enyaq iV is the Czech firm’s first bespoke electric car and we've tested the full range on UK roads
10 Jun 2021