Jaguar Land Rover is aiming to take on Tesla Inc as it lines up its entry to the electric vehicle market, with a new fleet of SUVs and premium models planned in the coming years.
The formerly British car brand, now owned by Indian conglomerate Tata, aims to roll-off six electric variants of Land Rover vehicles over the next five years.
At the same time, it said it will ‘reimagine’ Jaguar as an all-electric luxury brand from 2025.
Land Rover’s first all-electric Land Rover model is slated for 2024.
Furthermore, the company plans for all Jaguar and Land Rover nameplates to be available in pure electric form by end of the decade.
With the company’s market position – high-value luxury cars and as the leading brand for 4x4s and SUV – it is in direct competition with Tesla which this year usurped the entire gasoline fuelled car industry to become the world’s most valuable vehicle firm.
It comes as Tesla is working to bring the Cybertruck, its first SUV, to market. Earlier this month, Elon Musk said that “a few” Cybertruck deliveries could start by end of 2021 if the company if the company can “get lucky”.
Musk, meanwhile, said that ‘volume production’ would start next year.
The Cybertruck garnered a high profile upon its launch announcement for both its unique aesthetic and a demonstration gaffe which saw its ‘unbreakable’ and bulletproof glass shatter during a live test.
In the months following its November 2019 unveiling the Cybertruck had reportedly received over 500,000 orders and Tesla was said to be rapidly adding further orders, at nearly 6,000 order per day prior to the coronavirus pandemic.
Whilst Tesla has billionaire rocketman Elon Musk, Jaguar Land Rover has India’s largest conglomerate Tata Group which is backed by the Tata family (which is also related the Petit Baronetcy, which started India’s textiles trade in the nineteenth century).
Jaguar Land Rover said that collaborations and knowledge-sharing with industry leader, particularly those within the Tata Group, will allow it to explore synergies on clean energy, connected services, data and software.
Jaguar Land Rover is unique in the global automotive industry. Designers of peerless models, an unrivalled understanding of the future luxury needs of its customers, emotionally rich brand equity, a spirit of Britishness and unrivalled access to leading global players in technology and sustainability within the wider Tata Group,” said Thierry Bollore, Jaguar Land Rover chief executive.
“We are harnessing those ingredients today to reimagine the business, the two brands and the customer experience of tomorrow.”