JLR has unveiled the next phase of its Reimagine strategy, outlining plans to achieve double-digit revenue growth through a broader mix of electrified powertrains, stronger brand differentiation, and an increased focus on the North American market.
Speaking at the company’s headquarters in Gaydon, UK, CEO PB Balaji detailed how JLR intends to build on the momentum of its House of Brands strategy while strengthening resilience in an automotive industry increasingly shaped by electrification, software, and artificial intelligence.
The automaker also reaffirmed its commitment to invest £18 billion through FY29 in future technologies, vehicle platforms, and business transformation initiatives.
More Powertrain Choice for Range Rover and Defender
A key part of JLR’s growth strategy is providing customers with greater flexibility across its vehicle lineup.
Range Rover and Range Rover Sport will continue to use JLR’s flexible Modular Longitudinal Architecture (MLA), enabling the production of mild-hybrid (MHEV), plug-in hybrid (PHEV), and battery-electric (BEV) models. The highly anticipated Range Rover Electric and Range Rover Sport Electric are scheduled to launch later this year.
JLR also confirmed that the first Range Rover-branded vehicle based on its Electric Modular Architecture (EMA) platform will be revealed later in 2025. In response to evolving global demand, the model is being developed with the potential to offer a full hybrid electric vehicle (HEV) variant in the future.
The addition of HEV technology would expand JLR’s propulsion portfolio, joining existing MHEV, PHEV, and BEV offerings and giving customers more options depending on market conditions and infrastructure readiness.
The Defender brand is also set to benefit from the expanded powertrain strategy. JLR confirmed that a new Defender model will become the second vehicle built on the EMA platform. Like the upcoming Range Rover model, it is expected to offer both battery-electric and future hybrid powertrain options.
Defender to Lead JLR’s U.S. Growth Push
JLR sees North America, particularly the United States, as a major growth opportunity.
The company recently signed a non-binding memorandum of understanding with Stellantis to explore potential collaboration in product and technology development within the U.S. market.
As part of this strategy, JLR plans to leverage the strong appeal of the Defender brand to attract North American customers. The automaker will explore new product opportunities tailored specifically to the region while also improving supply chain resilience.
Discovery’s Future Remains Secure
While much of the spotlight is on electrification, JLR confirmed that Discovery remains an important part of its long-term portfolio.
With more than two million units sold since its debut in 1989, Discovery continues to be one of JLR’s most successful nameplates. The company said the brand will evolve with new design innovations and flexible propulsion technologies while maintaining its focus on family-oriented versatility and lifestyle appeal.
Additional details regarding Discovery’s future product plans are expected at a later date.
Jaguar’s Transformation Into an EV-Only Luxury Brand
Jaguar’s reinvention continues as the iconic British marque transitions into an all-electric luxury brand.
Production will remain centered in Solihull, UK, where Jaguar’s next generation of EVs will be manufactured. The first major product in this new era, the four-door Jaguar Type 01 GT, is scheduled to be revealed later this year.
According to JLR, the new model will combine bold styling, advanced technology, and the dynamic driving characteristics that have long defined the Jaguar brand.
Building for an Electrified Future
JLR’s latest strategy reflects a more flexible approach to electrification. Rather than committing exclusively to battery-electric vehicles across every model line, the company is expanding its range of electrified options to meet varying customer needs and market conditions.
By combining hybrid, plug-in hybrid, and fully electric technologies with a stronger focus on premium brands such as Range Rover, Defender, Discovery, and Jaguar, JLR aims to accelerate growth while positioning itself for long-term success in the global luxury automotive market.
