Jaguar Land Rover’s $19 Billion Overhaul: A Shift Towards Electric Vehicles

Jaguar Land Rover (JLR) has announced an ambitious plan to revolutionize its business with a massive $19 billion overhaul. By 2030, the company aims to offer electric vehicle (EV) versions of every single model it sells, and by 2036, JLR is determined to sell only zero-tailpipe-emissions vehicles. This strategic reset involves streamlining vehicle platforms, reorganizing brand families, and focusing on distinct market segments.

Land Rover

Streamlining Vehicle Platforms

As part of the strategic reset, JLR is reducing its number of vehicle platforms from seven to three. This consolidation will enhance efficiency and flexibility in manufacturing processes. The three platform architectures, known as MLA-Flex, EMA, and JEA, will underpin the future models of Range Rover, Discovery, Defender, and Jaguar.

Reorganizing the Land Rover Marque

To maximize brand equity, JLR is reorganizing the Land Rover marque into three distinct brand families: Range Rover, Discovery, and Defender. Each family will have its own unique models and retail environments. The Land Rover brand will become a lower-profile “trustmark,” representing SUVs with exceptional off-road capability. This move is in response to customer feedback that identifies with the Range Rover brand rather than the Land Rover name.

Jaguar’s Shift to Electric Vehicles

Jaguar, on the other hand, will focus exclusively on electric vehicles. The division plans to push upmarket by offering fast, luxurious, and extravagantly proportioned coupes and sports cars. With this EV-only approach, Jaguar aims to cater to the growing demand for high-performance electric vehicles while aligning with the company’s vision for a sustainable future.

Distinct Modern Luxury Aesthetics

To differentiate each brand family, JLR aims to establish distinct modern luxury aesthetics. Range Rover embodies refined modernism, while Defender represents brutalist modernism. Discovery takes on eclectic modernism, and Jaguar embraces exuberant modernism. These unique interpretations of modern luxury will define the design and character of each brand family’s vehicles.

The Three Platform Architectures

The MLA-Flex platform, which debuted with the current L460 Range Rover, will be utilized for future Range Rover, Discovery, and Defender models. This platform was designed to accommodate internal combustion engines (ICE), plug-in hybrid electric vehicles (PHEV), and electric powertrains.

EMA, initially intended as a convergence platform for JLR’s compact SUVs, will now be dedicated to electric vehicles. It will underpin the Range Rover Evoque EV, Discovery Sport EV, and a potential baby Defender EV. EMA is adaptable to various battery chemistries, including solid-state batteries in the future.

The JEA architecture is exclusive to Jaguar and designed specifically for low ride height, low seating position, and extravagant proportions. It will be the foundation for at least three all-new Jaguars scheduled for release by 2030.

Future Models and Innovations

Jaguar’s upcoming GT, set to debut in 2025, will redefine the marque with its dramatic design. The all-wheel-drive GT is expected to be the most powerful production Jaguar ever built, with over 600 horsepower. It will have a range of approximately 430 miles on the European WLTP cycle and the capability to add 200 miles of range from just a 15-minute charge.

The Range Rover EV, slated for release by the end of 2024, promises unmatched on-road smoothness, refinement, and performance without compromising its legendary off-road capability. Equipped with all-wheel drive, a waterproof battery, and sophisticated drive control, it will feature adjustable air suspension and a low range mode.

The sixth-generation Discovery, based on the MLA-Flex platform, will undergo a dramatic design overhaul to reinvigorate its appeal. Sharing off-road technologies with the Range Rover EV, the Discovery EV will offer impressive capabilities, although its dual motors are expected to generate slightly less power and torque.

The Defender’s hardware will be fine-tuned to ensure extreme off-road capability and enhanced protection for the battery and suspension components. Standard features will include height-adjustable air suspension and a low-range mode for challenging terrains. JLR is also exploring the possibility of utilizing fuel cell technology to overcome challenges in EV charging in rough and remote areas, although a final decision on production has not been made.


Jaguar Land Rover’s $19 billion overhaul marks a significant step towards a sustainable future. By embracing electric vehicles and reorganizing its brand families, JLR aims to stay ahead in the rapidly evolving automotive industry. With distinct modern luxury aesthetics and innovative platform architectures, JLR is poised to deliver an exciting lineup of electric vehicles that will captivate consumers and contribute to a greener, zero-emissions future.