Jaguar is about to undergo its fourth reinvention in five decades as owner Tata Group takes a second crack at shaking up a brand whose glorious past has rarely translated into a profitable present or sustainable future.
Jaguar Land Rover CEO Thierry Bollore announced on Monday, Feb. 15, that the British brand would go all-electric by 2025 and hinted at an even more upmarket future.
Bollore said that the brand's current lineup of sedans and utilities would not be replaced when they reach the end of their life cycle, and promised that new Jaguars would use a new EV platform separate from Land Rover.
"We will reposition completely the Jaguar brand," Bollore told journalists during an online conference. "The SUV will be Land Rover. Jaguar will be different from the SUVs. Very distinct."