Jaguar Land Rover’s luxury Jaguar brand will be entirely electric by 2025 and the car maker will launch e-models of its entire line-up by 2030, it said on Monday.

The company will invest £2.5 billion in electrification and connected technologies and will launch six electric vehicles under the Land Rover brand in the next five years.

“The first all-electric variant will arrive in 2024,” chief executive officer Thierry Bolloré said.

Calling its future programme Reimagine, the Tata-owned company’s strategy comes at a time car groups worldwide accelerate moves towards fleets powered by electric and other green technologies.

Jaguar Land Rover’s aim is to achieve net zero carbon emissions by 2039. By the middle of the decade, Jaguar will emerge as a pure electric luxury brand with a new portfolio. Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100 per cent of Jaguar sales, it is anticipated that around 60 per cent of Land Rovers sold will be equipped with zero tailpipe powertrains, said Bollore.

N. Chandrasekaran, chairman of Tata Sons, Tata Motors and Jaguar Land Rover Automotive Plc, said, “The Reimagine strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group.”

As part of this ambition, the company is also preparing for the expected adoption of clean fuel-cell power in line with a maturing of the hydrogen economy. Development is already underway with prototypes arriving on UK roads within the next 12 months as part of the long-term investment programme.

Annual commitments of circa £ 2.5bn will include investments in electrification technologies and the development of connected services to enhance the journey and experiences of customers, alongside data-centric technologies that will further improve their ownership ecosystem.