Jaguar Land Rover (JLR) is recalibrating its electric vehicle (EV) strategy, opting to slow the rollout of battery-electric models and pivot towards introducing more plug-in hybrids (PHEVs) in response to shifting consumer preferences.
Initially planning to unveil six full-electric Land Rovers and two electric Jaguars by 2026, JLR has scaled back its electric lineup to four models. The Range Rover Electric will lead the charge later this year, followed closely by an electric Range Rover Sport.
JLR’s CEO, Adrian Mardell, cited a need for meticulous development to ensure the best possible vehicles enter the market. Beyond these initial electric offerings, JLR plans to introduce smaller EVs on its new EMA platform, potentially serving as successors to the Range Rover Evoque and Range Rover Velar. Additionally, an electric version of the Defender is slated for release before 2030, with Jaguar set to relaunch in 2025 with a new four-door GT EV followed by another electric vehicle.
Despite the brand’s commitment to electric propulsion, Mardell acknowledged a cooling demand for BEVs, prompting JLR to expand its PHEV offerings. The company experienced a significant uptick in PHEV sales in Europe last year, signaling a market trend toward hybrid vehicles.
JLR aims for 60% of its sales to be BEVs by 2030, eventually transitioning to 100% electric by 2036. This strategic adjustment reflects a nuanced approach to meet evolving consumer preferences while navigating the rapidly evolving automotive landscape.