EVERY new Jaguar and Land Rover produced from 2020 will be available with an electric motor, the company has announced.
Setting out its strategy for the future, chief executive Dr Ralf Speth revealed JLR was bringing forward its plans for cleaner motoring.
And it will be using its most famous model - the E-Type - to spearhead the new initiative.
The car, known as E-Type Zero, has been restored and converted at the Jaguar Land Rover Classic Works in Coventry and is powered purely by an electric motor which gives it faster acceleration than the iconic original.
It was revealed alongside the new Jaguar I-PACE - the company's first all-electric model - at the JLR Tech Fest which is being staged at Central Saint Martins, University of the Arts London.
The three-day event will showcase JLR's take on new age motoring and includes the Jaguar FUTURE-TYPE, a fully autonomous vehicle which it says is a vision for the car of 2040 and beyond - the year the Government says it wants to ban the sale of new cars powered purely by petrol or diesel engines.
"Every new Jaguar Land Rover model line will be electrified from 2020, giving our customers even more choice," said Dr Speth.
"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."
Both Jaguar and Land Rover have known to be developing electrified vehicles for a number of years but so far the technology has been seen only in a handful of models such as the Range Rover and Range Rover Sport which are available as diesel-electric hybrids.
A plug-in hybrid version of the XJ saloon has also been seen in prototype form.
The reveal of the I-PACE at last year's Los Angeles Auto Show propelled Jaguar into the fast lane of electric vehicles.
The sports SUV-style car is said to be capable of 0 to 60mph in around four seconds and will have a range or around 350 miles on a single charge - almost double that of most other EVs.
Its reveal in London signals JLR's intention to press ahead with ambitious plans to put British car making at the forefront of the electric revolution.
Already it is the largest investor in research and development in the UK and since 2010 has spent £16 billion on new products for its facilities in Gaydon, Warwickshire, Birmingham, Coventry, Solihull, Wolverhampton and at Halewood on Merseyside.
Recently it has started vehicle production in China, Brazil, India and Slovakia and now employs more than 42,000 globally.
In 2016 Jaguar Land Rover sold more than 583,000 vehicles in 136 countries, with more than 80 per cent of the vehicles produced in the Britain being sold abroad earning millions for UK plc.
The E-Type Zero project is designed to show that classic cars can be updated to use emission free technology.
It is based on a 1968 Series 1.5 E-Type Roadster and its electric powertrain allows it to accelerate from 0 to 60 in less than 5.5 seconds - a second quicker than the original - with a range of about 170 miles.
Replacing the XK six-cylinder petrol engine used in the original has also shaved 46kg off the weight and the electric powertrain developed by Jaguar could be fitted to any classic E-Type, XK120, a Jaguar Mk2 and XJ6.
Tim Hanning, the director of Jaguar Land Rover Classic, said: "Our aim with E-Type Zero is to future-proof classic car ownership.
"We're looking forward to the reaction of our clients as we investigate bringing this concept to market."