Jaguar Land Rover (JLR) has postponed the launch of its highly anticipated Range Rover Electric, now slated for late 2025, as part of a strategic realignment in response to evolving market dynamics and internal priorities.
Revised launch timeline reflects strategic recalibration
Originally scheduled for a 2024 debut, the Range Rover Electric’s release has been delayed to the end of 2025. This decision aligns with JLR’s broader strategy to recalibrate its electric vehicle (EV) rollout in response to shifting consumer demand and market conditions. The company has indicated a more cautious approach, focusing on refining its offerings to ensure they meet the high standards expected by its clientele.
Strategic focus on plug-in hybrids and market adaptation
In early 2024, JLR announced a slowdown in its battery-electric vehicle (BEV) rollout, citing “surprising” demand for plug-in hybrids (PHEVs) as a key factor in this shift. CEO Adrian Mardell highlighted the need to adapt to increased customer acceptance of PHEV technology, leading to an extension of development times for BEVs and a renewed focus on enhancing PHEV availability. This strategic pivot underscores JLR’s commitment to aligning its product offerings with current market preferences while maintaining its trajectory towards electrification.
Infrastructure investments to support future EV production
Despite the revised launch timeline, JLR continues to invest in infrastructure to support its future EV production. The company is repurposing its Wolverhampton facility to accommodate the manufacturing of components for its forthcoming generation of electric vehicles. This move is part of a broader £1.4 billion investment in assembly lines at both Solihull and Halewood, aimed at preparing for the production of the Range Rover Electric and other upcoming electric models.
Customer interest remains strong amid delays. Despite the postponement, customer interest in the Range Rover Electric remains robust. As of early 2025, the waiting list for the vehicle had grown to approximately 57,000, reflecting continued enthusiasm for JLR’s entry into the all-electric luxury SUV market. The company’s commitment to delivering a refined and capable electric vehicle is evident in its rigorous engineering sign-off programmes, which include extensive testing under extreme conditions to ensure the vehicle meets the high standards expected by Range Rover customers.
Conclusion
JLR’s decision to delay the launch of the Range Rover Electric to late 2025 reflects a strategic recalibration in response to changing market dynamics and consumer preferences. While the delay may be disappointing to some potential customers, it underscores the company’s commitment to delivering a product that aligns with its legacy of luxury and performance. As JLR continues to invest in its EV infrastructure and adapt to market trends, the Range Rover Electric remains a significant milestone in the company’s electrification journey.
REFH – Newshub, 18 July 2025
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