Jaguar plans on the electric vehicles sector going forward


Ever since the 1940s, Jaguar has been known for making sporty luxury cars and also has a racing heritage, no doubt. As a matter of fact, Enzo Ferrari, who was a renowned motor racing driver hailing from Italy, once said he us yet to see a car as beautiful as the classic Jaguar E-Type of the ’60s. The truth is that it hasn’t changed its brand heritage even if many years have passed already. Interestingly, it has maintained it without compromising the appeal, which is rare thus commendable. However, in this era, one must say that heritage is not enough at the end of the day.

It is essential to point out an iconic partnership between two British brands, Jaguar and Land Rover. The latter’s history is also venerable, and it is famous for luxury SUVs and rugged off-road vehicles. The Jaguar Land Rover (JLR) combination, owned by India’s Tata Group, is a small fish in the sector as far as consolidation and flux are concerned. This company understands that its survival will be hanging on a thin thread if it relies on heritage only.

Consequently, it has a strategy of reimaging its brand and going all-electric by 2025. In its plans to maintain the title of luxury cars title globally, Landrover plans to release up to six all-electric car models. With the help of such industries, JLR feels that it is possible to become a business producing zero carbon emissions by 2039. Nevertheless, the news doesn’t surprise since the transport industry is likely to have a tipping point soon. Both the European Union and General Motors also have similar targets, with the only difference being the year and, in this case, 2030 and 2035, respectively.

Some of its efforts are an annual investment of about 2.5 billion GBP, equivalent to about $3.5 billion. JLR would channel it towards connected services development and electrification technologies. Besides venturing into electric technologies, it is also giving hydrogen fuel cell technology a shot. Combining the two brings out the company as over-ambitious and puts it in a position whereby it would have to compete with Toyota. The fact that it only has one model and a considerable limitation in fueling infrastructure makes such investments seem misplaced.

What about the cancellation of its XJ sedan electric car release? It not only goes against what the company has been advocating regarding electric vehicles. It also feels like a rushed decision. Therefore, it is probably being held back since it doesn’t meet the users’ wants in the market. If that’s the case, then one can say that looking forward to its release is justified.