British automotive brand, Jaguar Land Rover, has launched a new global strategy that will build solid foundations for a more sustainable future. The forward-looking strategy has been named ‘Reimagine’. It will set better benchmarks for environmental, societal and community impact for the brand, including the launch of electric vehicles (EVs) for both brands.

“The Reimagine strategy allows us to enhance and celebrate that uniqueness like never before. Together, we can design an even more sustainable and positive impact on the world around us,” says Jaguar Land Rover CEO Thierry Bolloré. The upcoming EVs will be built on separate foundations that retain the unique personalities and characteristics of both the Jaguar and Land Rover brands.

Jaguar is an indirect customer of Formex; our automotive components are sold to 1st Tier Customers around the world, who supply these parts to Jaguar and other major car manufacturers. Most of these brands are pushing to include electrified alternatives to their vehicle line-ups. 

EVs to form bigger portion of Jaguar Land Rover options

Land Rover will launch electric variants of its Range Rover, Discovery and Defender models over the next five years. The first of these EVs is expected to arrive in 2024. Both Jaguar and Land Rover are aiming to provide at least one electric car for each category of their line-ups by 2030. Land Rover is hoping that by this time, 60% of their total sales will be EVs.

2020 Land Rover Defender

The new strategy also outlines the steps to be taken that will allow both brands to achieve net-zero carbon emissions across their supply chains and operations by 2039. This goal will include the addition of clean fuel-cell-powered hybrid vehicles. Prototypes of these hydrogen cars will be launched in the UK as early as 2022.

To achieve these goals, Jaguar Land Rover is budgeting £2.5-billion (~R52-billion) per year for research and development of electrification technology and the development of connected services that will enhance the customer experience. Tried-and-tested services, such as the flexible ‘Pivotal’ subscription model, will be rolled out to other countries following its massive success in the UK.

Quality and efficiency are drivers of the new strategy

Jaguar Land Rover is hoping to set a new benchmark for quality and efficiency in the luxury automotive sector by reorganising, repurposing and rightsizing their vehicles. Although, both brands will retain two separate personalities and their vehicles will be built upon different architecture.

This section of the new strategy means that Jaguar and Land Rover will consolidate the number of platforms and models that are produced at different facilities in order to improve standards and quality. By focusing on one or two models per plant, each facility will be able to bolster its efficiency and overall quality. Key suppliers, retailers and trade unions will also play an important role in the future of Jaguar Land Rover’s efforts to improve sustainability and quality in the luxury segment.

2020 Jaguar i-Pace

Working within the Tata Group

Jaguar Land Rover is wholly owned by Tata Motors. This new strategy will create close collaboration and knowledge-sharing with other Tata Group brands, which will reduce emissions and improve sustainability and technology for all subsidiaries. “We have so many ingredients from within. It is a unique opportunity. Others have to rely solely on external partnerships and compromise, but we have frictionless access that will allow us to lean forward with confidence and at speed,” explains Bolloré.

Natarajan Chandrasekaran, the chairman of Tata Sons, Tata Motors and Jaguar Land Rover Automotive says: “The strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group. Together, we will help Jaguar realise its potential, reinforce Land Rover’s timeless appeal and collectively become a symbol of a truly responsible business for its customers, society and the planet.”

Both of these luxury automotive brands will find improved profitability through the launch of the new global strategy. “As a human-centered company, we can, and will, move much faster and with the clear purpose of not just reimagining modern luxury but defining it for two distinct brands,” concludes Bolloré.


Formex Industries is a metal forming and assembly company that supplies a variety of complex products to the local automotive industry and the export market. The company is based in the Nelson Mandela Bay metropole, South Africa’s foremost region for automotive manufacturing and export.

Formex is a supplier with over 80% black ownership, of which more than 40% are black women. The company is owned by Deneb Investments Limited – a subsidiary of Hosken Consolidated Investments Limited (HCI) – one of South Africa’s biggest true B-BBEE companies listed on the Johannesburg Stock Exchange (JSE).

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