Jaguar's Weird EV Dream Has Been Delayed
Jaguar Land Rover is reportedly delaying the launch of key electric models, including the much-anticipated Range Rover EV and a new generation of Jaguar EVs, which were expected to relaunch the storied British brand.
Key Points
- The launch of key electric models, including the Range Rover EV and upcoming Jaguar EVs, has been postponed to 2026 and beyond due to market uncertainty and development needs.
- JLR is navigating job cuts, tariff impacts, and softening global EV demand, prompting a cautious approach despite strong early interest—like over 60,000 reservations for the Range Rover EV.
- While JLR remains committed to electrifying its entire lineup by 2030, delaying launches may risk falling behind competitors as the luxury EV market continues to evolve rapidly.
According to a report from The Guardian, the decision flows from a cocktail of market volatility, corporate restructuring, and a lack of testing. This is casting an ugly shadow over the automaker’s ambitious all-electric transformation plans.
The Range Rover EV was originally scheduled to arrive by the end of 2024, and expected to lead the company’s electrification strategy under the Land Rover badge. Jaguar, meanwhile, has committed to reinventing itself as an EV-only brand with a range of sleek electric sedans and crossovers based on a dedicated platform.
Sources familiar with the plan claim these timelines are slipping, with some Jaguar models not entering production until late 2026 or 2027.
The delay is believed to impact at least four electric vehicles across the two brands. The report indicates JLR wants to allow for further development and evaluation before bringing the models to market.
“By 2030 JLR will sell electric versions of all its luxury brands. Our plans and vehicle architectures are flexible so we can adapt to different market and client demands," a company spokesperson said. "We are committed to the highest standards of design, capability and quality, and we will launch our new models at the right time for our clients, our business and individual markets.”
JLR is in the midst of significant organizational changes as well. The automaker recently announced up to 500 management job cuts in the UK, part of cost-saving efforts stemming from the lack of profit. JLR is also battling with external economic pressures, including newly imposed tariffs on imported vehicles and components.
JLR reportedly has more than 60,000 interested buyers for the upcoming Range Rover EV. But with EV demand plateauing in many global markets and rising economic uncertainty, executives may be exercising caution before launching high-investment models into an unpredictable landscape—the brand at least still retains its core product line despite their age.
Jaguar, on the other hand, doesn't even have a legacy product to fall back on, as it idles along in production purgatory.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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