Jaguar Land Rover has reversed plans to shift one of its factories to making only electric cars, according to corroborated reports from multiple news outlets. The company told investors it would offer petrol and hybrid versions of new models, including smaller SUVs that had previously been planned to be all-electric. This decision represents a departure from the 'Reimagine' strategy unveiled in February 2021 by then-chief executive Thierry Bolloré, which pledged the Jaguar brand would become all-electric by 2025 and that every Land Rover nameplate would have a battery-electric option by 2030. Neither the 2025 Jaguar all-electric deadline nor the 2030 Land Rover electrification target has been met, with the 2025 deadline passing without a single all-electric Jaguar reaching showrooms and Jaguar's first battery-electric model, a four-door GT, facing repeated delays.

Accounts differ regarding the extent of this strategic shift. While Jaguar Land Rover reversed plans for its factory production, some reports state that unlike other automakers, Jaguar will not be backtracking on its plan to be an EV-only company. Jaguar's managing director stated the company was not trying to alienate buyers with the brand's relaunch but reiterated that change was necessary for the company's survival. Meanwhile, Land Rover's electrification programme has slipped, with hybrid variants filling the gap where full battery-electric models were once promised.

The company's recent changes have drawn mixed reactions. A Carscoops poll found that only 32 percent of readers liked Jaguar's new look. Jaguar's Chief Creative Officer reportedly told journalists that his team had 'not been sniffing the white stuff' in response to criticism. Some commenters questioned if Jaguar had become 'woke' regarding the brand's direction, though the company continues to adjust its transition away from fossil fuels.