Why are Jaguar and Land Rover delaying the launch of new electric cars?

The Jaguar Land Rover Group presents “ decrease in electricity demand “. It prefers to delay the deployment of its 100% electric models, but continues to accelerate on the plug-in hybrid.

Jaguar Land Rover slows down on electricity

The Jaguar Land Rover manufacturer has just announced that it will do just that procrastinator release of two electric cars. The British company talks about “ decrease in demand » and he prefers to take his time. At the same time, the group notes the growing interest in its hybrid vehicles and even talks about “ a surprising increase “needs. An investigation that pushes brands to review their strategy.

Thanks to the Range Rover Evoque plug-in hybrid, Jaguar Land Rover has increased its sales in the PHEV market, more than any other car manufacturer in Europe. The group sold 45,224 plug-in models in 2023 (an increase of 68% compared to the previous year). So the car manufacturer prefers to insist in this direction, even if it means falling behind in electric cars. The spokesperson explains that the teams they are working hard to increase production capacity on plug-in hybrid vehicles ».

Plug-in hybrid models are popular

As it turns out, sales of these models have been reduced in recent months due to supply chain issues at Jaguar Land Rover. Adrian Mardell, CEO of the group, assures that his customers are interested in PHEV models. He even believes that ” The mass acceptance of plug-in hybrid vehicles was a surprise “. The group did not expect such enthusiasm. Jaguar Land Rover previously planned to launch six 100% electric models by 2026.

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In addition, 16,000 people have already signed up to the waiting list to buy the first electric Range Rover. But the group has lowered its expectations. Ultimately there will only be four examples that will see the light of day on this scope. Mr. Mardell notes that “ we will be a little slower than we announced three years ago “. The announcement was made to investors on February 2, 2024. Power supply is still a priority for the manufacturer.

4 100% electric models by 2026

Indeed, Jaguar Land Rover is targeting 60% electric sales by 2030, and 100% by 2036. The boss of the British group notes that “if we take our time, it’s also about making sure we bring to market the best cars we’ve ever built “. And if necessary, teams will be allowed to go back », notes Adrian Mardell. The first 100% electric model of the Range Rover is expected from this year.

The SUV will use the MLA platform, similar to the combustion engine models. In 2025, Land Rover promised two small electric models that will be built on the upcoming EMA electric platform. Jaguar, in turn, will offer a rival to the Porsche Taycan. After these first four models, a 100% electric version of the Defender could see the light of day.

The general trend?

No prices have yet been revealed for the group’s future electric models. Jaguar Land Rover’s chief financial officer, Richard Molyneux, said only that the price of Land Rover’s first electric model will be “ high enough to allow the company to maintain its profit margin “. Margins that have also improved significantly for the British in 2023. This is a strategy similar to that adopted by Ford. The American company is losing a lot of money on electric models and says it wants to focus on plug-in hybrid cars.

Jim Farley, head of the group explained that “ plug-in hybrids will play an increasingly important role in the transition of our industry and will be around for a long time. “. Ford’s CEO also recognized that PHEVs can deliver higher rates than electric vehicles. Other brands, however, are continuing to accelerate electrification. BMW recently announced that most of its growth will come from 100% electric models.