The company will launch electric models of its entire Jaguar and Land Rover line-up by 2030.

The firm said it will keep all three of its three British plants open as a neighborhood of its new strategy. But it's dropped plans to create an electrical version of its XJ saloon at the Castle Bromwich plant, implying the location will ultimately stop producing cars.

Chief executive Thierry Bolloré said the plant would focus instead on "non-production" activities in the long run, without providing details.

The company plans to spend about £2.5bn a year on new technology for its cars. This is an enormous move for Jaguar Land Rover. Like its other competitors, struggling to scale back the CO2 emissions from its fleet, as new protocols essential force in Europe et al. At the same time, sales of diesel which generally harvest less CO2 than petrol engines have been plummeting.

And in the longer run, the UK government plans to outlaw the sale of all whole petrol and diesel cars from 2030. Governments in other countries are moving in the same general course.