Jaguar is reportedly exploring a potential U-turn on its commitment to become an all-electric car brand, amid concerns over EV demand and lingering backlash to its controversial rebrand.
According to sources cited by the Sunday Times, Jaguar has instructed engineers in the UK to explore the development of a petrol-electric hybrid powertrain that could be offered alongside its forthcoming electric models. The move would represent a significant shift from the company’s stated ambition to sell only battery-electric cars.
The project is said to focus on a so-called range-extender electric vehicle (REEV), a configuration in which a small petrol engine acts solely as a generator to recharge the battery, rather than driving the wheels directly. Advocates say the technology can alleviate “range anxiety” by offering long total driving distances without relying entirely on charging infrastructure.
The reported initiative comes after a turbulent period for the marque, which has faced public criticism over its electric-only reboot and high-profile rebrand, alongside a cyberattack last August and a reshuffle at senior management level.
Late last year Jaguar Land Rover appointed PB Balaji as chief executive, parachuting him in from parent company Tata Motors to oversee Jaguar’s strategic redirection.
Jaguar’s first model under the reboot, a £120,000 to £140,000 electric grand tourer, is due to be unveiled this summer and has recently completed extreme cold-weather testing near the Arctic Circle. When asked last month whether Jaguar might reconsider its EV-only plans, managing director Rawdon Glover insisted the company remained “100 per cent committed to a pure-electric future”.
A spokesperson for Jaguar reiterated that position, saying: “Our plans to reinvent Jaguar as an electric-only automotive brand are unchanged.”
Range-extender vehicles have gained traction in China, where brands such as Leapmotor offer models with ranges exceeding 600 miles. While REEVs account for only a small share of new electrified vehicle sales, analysts expect the technology to grow in United States as a transitional step towards full electrification.
In Europe, however, the concept has largely been overlooked since early experiments such as the Vauxhall Ampera, launched in the UK in 2012 under the General Motors umbrella. Despite winning European Car of the Year, the Ampera was discontinued in 2015 after weak sales.
Under current UK rules, REEVs, along with hybrids, can continue to be sold for five years beyond the 2030 ban on new petrol and diesel cars, potentially giving manufacturers greater flexibility as the transition to electric accelerates.
If Jaguar were to offer a range-extender option, it could provide significantly longer real-world range than the roughly 400 miles expected from its upcoming electric GT, while maintaining an electric-first driving experience.
Jaguar declined to comment on reports of hybrid development, reiterating that its electric-only strategy remains intact. However, the speculation highlights the growing pressure on premium carmakers as EV demand softens in key markets and consumers weigh practicality against ambition in the shift to electric mobility.
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Could Jaguar U-turn on its all-electric future after EV rebrand backlash?