Prestige British car maker Jaguar is pivoting away from traditional combustion engines under a new plan which will see the company go fully electric by 2025.

Land Rover – owned by the same parent company – is also embarking on a journey of electrification, with the brand slated to have six electric vehicles on the roads by 2025.

Currently, Jaguar only sells one electric model – the award-winning I Pace – and has cautioned it will trade volume for profits as it tries reach zero emissions by 2039.

“It’s time to reimagine the next chapter for this unique business and for the two unique brands it represents,” said Jaguar and Land Rover chief executive Thierry Bolloré.

“Our vision is clear… to become the creator of the world’s most desirable luxury vehicles and services for the most discerning of customers.”

Toyota stalls, reverses on US Electric Vehicle sales

Earlier in February, the world’s second largest car manufacturer, Toyota, unveiled plans to launch three electric vehicles into the US market later this year.

The move comes seven years after the company pulled its all-electric RAV 4 sports utility vehicle from the North American market in 2014.–

In a statement released last week, the company said it will look to take two battery-powered electric vehicles and one plug-in hybrid State-side in a bid to “expand Toyota’s U.S. leadership in alternative powertrain vehicles”.

“We continue to be leaders in electrification that began with our pioneering introduction of the Prius nearly 25 years ago,” Toyota Motor North America executive vice president of sales Bob Carter said. 

“Toyota’s new electrified product offerings will give customers multiple choices of powertrain that best suits their needs,” Bob further added.

The company, which sold 8.9 million standard vehicles last year, has also set targets to grow its electric vehicles segment as a portion of overall sales in the next decade.

Growing chorus of companies changing their tune

Toyota is the latest of a growing number of auto-makers to change tack in response to recent shifts in US federal policy.

The Coalition for Sustainable Automotive Regulation – a group comprised of Toyota, Subaru, Nissan, Kia, Aston Martin, Ferrari and others – recently pulled their support for a lawsuit which set the state of California against federal government over tailpipe carbon emissions.

The group initially sought to roll back strict, state-based legislation limiting the volume of carbon released by vehicles.

But in a “gesture of good faith”, the group ended its participation in the lawsuit and signalled its willingness to negotiate with California on new emissions standards.

Drastic decline in car sales in horror year

The fresh willingness to negotiate follows from a horror year that saw US car sales fall 13.8% in 2020.

Sales started strongly in 2020, up 5.4% in January and 14.4% in February, but the global outbreak of the coronavirus in March saw that trend abruptly reverse, suffering its worst month in April with a 57.4% decline.

US monthly sales variation, 2020. Source: Focus2Move

January 2021 saw month-on-month car sales lift 2.5% to 16.6 million on a seasonally-adjusted annualised rate, but remain 3.7% below the same month last year.

Sales have topped 16 million in four of the past five months, and are currently sitting 1% below pre-pandemic levels.

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Sources:

• Jaguar To Turn All Electric By 2025, Land Rover EVs Start In 2024
• Jaguar – Reimagine
• Global Auto Market 2020. Volkswagen Group leads the market while Hyundai-Kia holds successfully
• Toyota to Debut Three New Electrified Vehicles for U.S. Market
• Tesla Says Battery-Supply Deal for Toyota RAV4 EV to End
• Toyota Makes Course Correction in U.S. With Plan to Sell EVs
• With Trump gone, auto industry now backing California tailpipe emission standards
• Automakers side with Trump in legal fight with California
• Automakers Withdraw Support for Trump-Era Emissions Rule
• With Trump gone, auto industry now backing California tailpipe emission standards
• USA 2020. Kia (-4.8%) holds successfully in market down 13.8%
• U.S. Vehicle Sales (January 2021)