Jaguar is to be reinvented as a pure electric car brand by 2025 with a “dramatically beautiful” range of new cars.
The pivot will see the famous British firm emerge as a direct rival to Tesla.
The electrification of Jaguar will build on the success of the highly-praised I-Pace, which was named World Car of the Year in 2019.
CEO Thierry Bollore says the plan builds on the firm’s unique place in the global automotive industry.
There will be an entire range of “emotionally engaging designs and pioneering next-generation technologies.
“Jaguar will exist to make live extraordinary by creating dramatically beautiful automotive experience that leave its customers feeling unique and rewarded.”
In a change from an earlier planned strategy, however, a planned all-electric Jaguar XJ will not form part of the line-up.
The nameplate “may be retained,” says the firm.
It also seems likely the traditional Jaguar engineering base in Coventry will close, as all non-manufacturing infrastructure is focused at Gaydon.
Jaguar has already opened an all-new design centre at the giant Midlands facility.
Breaking news – more soon
ALSO READ:
New Jaguar XF P300 2021 review
