Our vision is clear… to become the creator of the world’s most desirable luxury vehicles and services for the most discerning of customers.

To get there, we have our Reimagine strategy, with electrification at its heart.

Electrification is truly exciting for us. Serenity, calmness, the smoothness of the ride, the comfort of the journey are all ways in which we express luxury in our vehicles today.

It amplifies those sensual experiences, embodies everything that a modern luxury car should be.

While Jaguar and Land Rover have two clear, unique personalities – rooted in their emotionally rich histories – both will embrace electrification.

By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies.

Over the next five years, Land Rover will welcome six all-electric variants. The first of which will arrive in 2024.



As the hydrogen economy accelerates the clean decarbonisation of global industry, fuel cell technology is the logical complimentary step.

To ready ourselves for the expected adoption of this natural energy source in the future, we will begin testing prototype mules on UK roads this year.

Our accelerated path towards electrification will contribute to our goal of becoming net zero carbon business across our supply chain, products and operations by 2039.