Tata Group has decided to make its Jaguar Land Rover’s (JLR) luxury Jaguar brand entirely electric by 2025 and it plans to roll out electric models of its entire range of vehicles by 2030, the company has announced.

JLR, owned by India’s Tata Motors, said its Land Rover brand will launch six pure electric models over the next five years, with the first one coming in 2024.

Jaguar faces the same challenge as many other carmakers – making the transition to electric vehicles while retaining the feeling and power of a luxury combustion engine model.

JLR said it will keep all three of its British plants open as it electrifies its range. “It’s time to re-imagine the next chapter for both brands,” Chief Executive Thierry Bollore said.

JLR said it will spend around 2.5 billion pounds ($3.5 billion) annually on electrification technologies and the development of connected vehicle services.

Toying with Hydrogen, too

The company said it was also investing in developing hydrogen fuel cells in anticipation of a future shift to hydrogen to power vehicles.

The carmaker will have prototypes using hydrogen fuel cells on Britain’s roads within the next year, it said, as part of a long-range investment plan.

Car groups worldwide are pursuing zero-emission strategies to meet stringent CO2 emission targets in Europe and China.

Luxury car brand Bentley Motors, owned by Germany’s Volkswagen, said in November its model range will be fully electric by 2030, and last month General Motors Co said it aimed to have a zero-emission line-up by 2035.