Automaker will receive an exclusive EV architecture.

Jaguar has one of the most powerful combustion engines anywhere in the world. However, starting in 2025 there won’t even be a new Jag with a tailpipe. British luxury automaker Jaguar has announced that it will become an EV-only brand within five years.

Jaguar will produce electric cars as part of its Reimagine strategy. This is the first step toward a net zero carbon business by 2039. To support this initiative, the brand will create a “dramatically beautiful” new portfolio of emotionally-engaging designs and innovative next-generation technologies.

The XJ will not be replaced by a zero-emission model. Jaguar stated in a press release that a new XJ will not be happening as the brand seeks to realize its unique potential.

Jaguar Land Rover will spend PS2.5 billion (or 3.48 billion at current exchange rates) on electrification technologies, and development of connected services to support its EV plans. They include a new architecture that is exclusively for electric models.

“As a human-centered business, we can and will move faster and with clear purposes of not only reimagining luxury but defining it in two distinct brands,” Thierry Bollore (JLR CEO) comments. Brands that offer emotionally unique designs and pieces of art, but also with connected technologies that use responsible materials, that set new standards in ownership. We’re reimagining modern luxury through design.

The new simplified Jaguar model lineup will be welcomed by those working in the automotive industry. However, it won’t mean that the JLR factories will cease to exist. Automaker claims it will keep its UK assembly plants and elsewhere around the globe.