22 fév 21

JLR’s Reimagine strategy: “a confirmation of what we already started”

Last week, Jaguar Land Rover’s new CEO, Thierry Bolloré, laid out the roadmap for his company towards carbon neutrality. Jaguar is to become an electric-only brand from 2025 onwards, by 2030 there will be four electric Land Rover models and by 2039 the company needs to be carbon neutral. Fleet Europe talked to Simon Dransfield (pictured, right), Director Fleet & Business Europe, to find out more.

Jaguar will be all-electric from 2025 onwards. What does that mean?

“With the I-Pace, we successfully started our EV journey in 2018. If Jaguar is to become all-electric in a couple of years, that suggests there will be additional BEV models coming to market. Looking at the lifecycles of vehicles, you can get an idea of what there is to expect by when. As to the year 2025, our strategy is for Jaguar to be EV only but there may be a short period of overlap during runout.”

How does the Reimagine strategy impact your business and the way you approach your customers?

“JLR’s journey towards carbon neutrality and new mobility started some time ago, and now it has been articulated by our new CEO, Thierry Bolloré. We have been talking about electrification as being at the heart of our business for quite some time. The launch of the I-Pace reset the entire agenda for us and the way we approach businesses. We have already opened up a number of business opportunities and I think that will only expand now as it becomes more of a norm to have electrification at the heart of their fleet policies.”       

What is the link between the product strategy and new mobility propositions?

“The product strategy absolutely complements our future mobility solutions. That won’t take away the relationship we have with leasing businesses, rental companies and key accounts. They are our heartland. We are very much a SME provider. We have products and propositions that suit very well the independent smaller operators in the marketplace. This strategy will reinforce that viability of our offer to them.”

How important have the carbon reduction targets of a provider become for corporates?

“You have to be competitive both in terms of pricing and sustainability. It is difficult to put a value on having concrete eco credentials, but if you don’t have a roadmap towards CO2 neutrality by a fixed point, that may exclude you from entering a tender. Sustainability has become a key deliverable, a qualifying gateway to doing business.”

Picture copyright: JLR, 2021


Authored by: Dieter Quartier