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In just four years, Jaguar says that its entire lineup will be comprised of battery-electric vehicles. We looked closely at Jaguar’s press release on the subject and it seems pretty clear. Here are some bullet points from the statement by Jaguar:
-Future Jaguar models will be built exclusively on a pure electric architecture.
-Reimagination of Jaguar as an all-electric luxury brand from 2025 to ‘realise its unique potential’
-By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure electric luxury brand.
-Jaguar and Land Rover will offer pure electric power, nameplate by nameplate, by 2030. By this time, in addition to 100% of Jaguar sales, it is anticipated that around 60% of Land Rovers sold will be equipped with zero tailpipe powertrains.
Jaguar presently has one electric model, and it is this vehicle tester’s favorite Jaguar. The I-PACE is fantastic to drive, luxurious inside, and its living electric aspects are nearly competitive with today’s BEVs by Tesla and Ford. A second generation could well leap ahead.
Related Story Jaguar I-PACE - What It Offers That Tesla Models Do Not
We’ve tested the Jaguar I-PACE over a period of multiple weeks in both mild and winter weather. We did observe the typical range limitations, but as the industry shifts to BEVs, all manufacturers face the same challenge. Jaguar has the advantage of being about a few years ahead of BMW, Mercedes, and Audi with regard to performance/luxury BEVs on-sale in the US market.
We wish Jaguar much luck in their transition. It has always been clear to this EV advocate that luxury/performance BEVs are a slam dunk and that is Jaguar’s raison dêtre. Jaguar is not hindered by the need to make a low entry price vehicle and Land Rover can bear the weight of having to provide utility vehicles.
John Goreham is a long-time New England Motor Press Association member and recovering engineer. Following his engineering program, John also completed a marketing program at Northeastern University and worked with automotive component manufacturers. In addition to Torque News, John's work has appeared in print in dozens of American newspapers and he provides reviews to many vehicle shopping sites. You can follow John on Twitter, and view his credentials at Linkedin
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Comments
It is a smart move by Jaguar
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It is a smart move by Jaguar because their reputation for luxury automobiles will be well served with an EV drivetrain, seeing that the electric motors are nearly silent, comfortable, and quick. Their upmarket position can still give them the price buffer to support a profit, and they can extend the use of their iPace EV drivetrain across their whole model line up. But 2025 is an ambitious goal.
That is the perfect summary.
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In reply to It is a smart move by Jaguar by DeanMcManis (not verified)
That is the perfect summary. Hopefully, the goal is already a firm plan just now being announced. I worry about that when the company's leader is new.
Thanks John. Sometimes it
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Thanks John. Sometimes it takes a new CEO to drive dramatic changes. Especially for a traditional legacy automaker like Jaguar. I see a similar EV transition in the works for Maserati. Which it will need to make ASAP to compete and survive.