Jaguar Land Rover (JLR) has introduced its first fully electric Range Rover, marking a significant development in the company’s transition toward electrification. The new model will be produced at JLR’s Solihull plant in the West Midlands, following a substantial investment in facilities and workforce training aimed at supporting electric vehicle (EV) production.
The launch caps off roughly ten years of research and development, according to Martin Limpert, Range Rover’s global managing director. Limpert emphasized the vehicle’s advancement as setting a new standard for luxury electric SUVs. Matt Becker, JLR’s vehicle engineering director, highlighted the model’s performance and refinement across varied driving conditions, stressing that the electric version retains the qualities expected of the Range Rover brand.
The company’s broader push toward electrification includes retooling its Electric Propulsion Manufacturing Centre in Wolverhampton, where battery packs, electric drive units, and internal combustion engines are now produced. Approximately 9,000 workers at Solihull have been retrained to support electrification efforts, with an additional 1,500 employees across the West Midlands also receiving relevant training.
Pricing for the Range Rover Electric is expected to be between £130,000 and £150,000, positioning it in the high end of the luxury SUV market. JLR hopes the model will capture market share amid increasing competition from a growing number of electric vehicles, including a surge of Chinese brands entering the UK market. Chinese automakers such as BYD, Jaeco, and Leapmotor have expanded their presence, with projections indicating they could represent up to 20% of new UK vehicle sales by next year. This influx has created additional challenges for Western manufacturers striving to maintain their competitive positions.
The Range Rover Electric’s arrival follows challenges faced by JLR, including a costly cyberattack in August 2025 that halted production for five weeks and tariff-related price pressures from previous U.S. trade policies. Additionally, the launch of an all-electric version of JLR’s popular Defender model has been delayed due to a paused redesign process, pushing its release potentially into the 2030s.
Meanwhile, other luxury marques such as Jaguar and Ferrari have encountered customer resistance during their EV transitions, with criticisms directed at branding and marketing strategies. Despite this, JLR remains committed to its electric vehicle trajectory, in line with growing UK market trends where battery electric vehicles are forecast to reach nearly 28% market share by the end of the year, moving toward a government-mandated target of 33% by 2026.
The introduction of the Range Rover Electric underscores JLR’s strategic shift as it adapts to evolving industry dynamics and consumer preferences in the rapidly changing automotive landscape.