Could Jaguar U-turn on its all-electric future after EV rebrand backlash?

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.