Luxury carmaker Jaguar Land Rover reportedly is delaying the launches of its first batch of new battery-electric vehicles, citing consumers turning their backs on expensive BEVs.
In response, JLR seems to hint that the models may initially be offered with alternative powertrains, probably hybrid or plug-in hybrid versions.
The Guardian newspaper claims the automaker group is now delaying the introduction of Range Rover and Jaguar electric models that had been planned to debut at the end of this year, with one source saying production of a new Jaguar BEV will not begin before at least summer 2026.
An early advertising campaign for this new model caused controversy among many traditional Jaguar customers with its focus on lifestyle, including the use of diversity and ‘metrosexual’ imagery, instead of the vehicle itself.
The model, previewed in the outlandish Jaguar Type 00 Concept BEV, with what some industry watchers saw as having impractical and limited driver visibility thanks to its 1930s aero styling, did little to allay fears that the brand is distancing itself from its core consumer.
Production of the Range Rover Velar's electric variant had been scheduled for production from April 2026 but is now also expected to be delayed.
Both Range Rover and Jaguar models also require more development time according to the newspaper, at odds with the simplicity of BEV products compared to internal-combustion-engine vehicles. JLR has spent a relatively long time working on the BEVs, with 2018 marking the launch of its first all-electric model, the Jaguar I-Pace.
WardsAuto has approached JLR for a comment and its response, while reiterating it will offer BEV versions of all its models by 2030, also infers that the vehicle platforms could be launched with alternative powertrains more likely to appeal to the current markets.
“Our plans and vehicle architectures are flexible so we can adapt to different market and client demands… we will launch our new models at the right time for our clients, our business and individual markets,” the company says in a statement.
JLR has cut its target for earnings margin before interest and taxes for the fiscal year 2026 to 5%-7% from 10%, blaming the uncertainty in the global auto industry spurred by U.S. tariffs.
