Jaguar Land Rover has announced that every model launched from 2020 onwards will be electrified.
Revealed at the company's inaugural Tech Fest event, the news follows the likes of Volvo in committing to electrification across its range.
The announcement covers pure-electric, plug-in hybrid, and conventional hybrid models, with JLR's first pure EV - the I-Pace - already confirmed for production next year.
Land Rover has dabbled with hybrids in its Range Rover portfolio previously, but to no great success. The brand has also had prototype pure-electric models in trials in the past too.
Now though, the manufacturing group will offer at least a hybrid in every new model launched in a little over two years from now.
Jaguar in particular has been leading the way for the two companies recently in terms of electrification, with both the I-Pace and the brand's factory effort in Formula E developing battery and electric motor technology for JLR.
The news from Tech Fest has been presented with three versions of JLR's electric plans - the past, present and future.
Jaguar's Classic Works division has engineered a pure-electric E-Type to mark the occasion, with the famous sportscar fitted with an electric powertrain capable of completing the 0-60mph sprint in just 5.5 seconds.
The I-Pace concept is on display at the event too, alongside a Future-Type concept, presenting JLR's vision for 2040. Fully autonomous, the electric vehicle is completely connected and features 'Sayer' - a steering wheel with artificial intelligence.
JLR is already testing autonomous and connected vehicles in the UK as part of a project involving various government departments, alongside Ford and Tata.
Dr Ralf Speth, Jaguar Land Rover Chief Executive Officer, said: “Every new Jaguar Land Rover model line will be electrified from 2020, giving our customers even more choice. We will introduce a portfolio of electrified products across our model range, embracing fully electric, plug-in hybrid and mild hybrid vehicles. Our first fully electric performance SUV, the Jaguar I-PACE, goes on sale next year.”
Tech Fest is a free, public event, running until Sunday 8th September at Central Saint Martins, University of the Arts London.