Thierry Bolloré, CEO of JLR has set the goal of becoming a net zero business by 2039 when he recently launched the Reimagine strategy.

The Reimagine strategy will see Land Rover welcome six pure electric variants over the next five years, the first of which will be completed and available by 2024.

The Tata-owned British car manufacturer revealed its will establish two clear, unique personalities and brands as it announced it would to embark on a process of ‘rightsizing, repurposing and reorganising’ through a new ‘Reimagine’ strategy.

The notable news is the repositioning of the company from its position as a high end premium brand and start to compete for the cash in the luxury category. JLR have been beleaguered over the years by reliability issues and dropping sales. Whilst COVID did not help any vehicle sales anywhere JLR with the introduction of the new Defender did manage to stay ahead of the market in terms of sales.

Notable proponents of the announcement was Boris Johnson who published on his Twitter account;

“Great news Jaguar Land Rover is set to become an all-electric brand by 2025, a significant step towards becoming a net zero business by 2039. A brilliant example of British engineering leading the industry to a cleaner future, as we build back greener.”

While traditionalists will tell you that the Defender era ended in 2016 the new Defender has shown itself to be a capable off and on road vehicle. It is doubtful how many will see off-road action but in its own right it is an impressive vehicle.

Thierry the former Renault boss as we know was brought in during 2020 with the remit of making the company’s viable again. The strategy of making more profit on less sales should be enough to stabilise the brand that is ailing to the point of struggling to justify its existence. The new boss has definitely set out an aggressive strategy and he has some way to go to change consumer mindsets.

Is this the announcement that signifies a move away from utilitarian vehicles and it will be interesting to see if the Defender brand evolves into a Luxury marquee rivalling the Ineos Grenadier.

As JLR adopt systems and technology from other manufacturers already in the electric market their reliability could increase seeing a reversal fortunes and a change in the message that Land Rover are not 100% reliable. Time will tell if the new strategy will work for the company.