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The decline of the empire
Jaguar Land Rover - a British cultural asset - is completely repositioning itself. The big cats are muted. The beginning of the end?
The decline of the empire
All Brit fans have to be very strong now: Jaguar Land Rover has a new master plan under CEO Thierry Bolloré that says: “Reimagine". The two brands owned by the Tata Group repositions itself on the market.Jaguar is due from 2025just moredrive purely electricallyand be positioned as an electric luxury brand. This seals the roar of the big cats.
- Das Gesamtunternehmen Jaguar Land Rover soll bis 2039 zum Null-Emissions-Unternehmen werden. Dafür möchte das Unternehmen pro Jahr rund 2,8 Milliarden Euro in die Elektrifizierung und Entwicklung vernetzter Dienste stecken.
- Auch Land Rover wird immer mehr elektrifiziert: Ein reines E-Modell von Land Rover soll noch 2024 kommen. Bis zum Ende des Jahrzehnts soll es jedes Modell von Jaguar Land Rover in einer elektrischen Variante geben.
- In den kommenden fünf Jahren soll es von Land Rover sechs rein elektrische Modelle geben.
- Es wird auch an einem Brennstoffzellenantrieb geforscht und entwickelt, um bei aufkeimender Nachfrage gewappnet zu sein.
Jaguar Land Rover plans to offer every model series with fully electric drives by 2030. Then 100 percent of Jaguar sales and 60 percent of Land Rover sales will come from purely electrically powered models without tailpipe emissions. At the same time, a new value creation approach should be implemented in the company: “profit before sales”.
CEOThierry Bolloresays:"Jaguar Land Rover is unique in the global auto industry: where designers of unparalleled models with a deep understanding of customers' future luxury expectations meet strong emotional brand values, a spirit of Britishness and, across the Tata Group, direct access to global players in technology and sustainability. We are now using these conditions to redefine our business, the two brands and the customer experience of tomorrow. The Reimagine strategy enables us like never before to emphasize and strengthen our uniqueness. Together we can have an even more lasting and positive impact on the world around us.”