Jaguar considering transformation to EV-only brand

Jaguar considering transformation to EV-only brand

Jaguar Land Rover bosses are considering a plan to transform the Jaguar brand into an EV-only brand within the next decade, according to a report by Autocar. Apparently, company product planners have produced a skeletal strategy, which will see its conventional range of models be phased out over the next five to seven years. The cars will then be replaced by pure-electric vehicles.

The first major model to go full electric would be the XJ, and it’s expected to debut in two years’ time. The flagship EV will go against the upcoming Porsche Taycan and Tesla Model S, boasting segment-leading refinement, ride quality and design while incorporating the classic Jaguar interior.

Beyond that, the XE and XF, which are slated to go out of production in 2023, will be replaced by all-electric crossovers that are slightly bigger than the Audi E-tron. An all-new I-Pace would be rolled out in 2025, and by 2026, nearly all Jaguar models would be all-electric. The report states that the J-Pace will be the only combustion-engined crossover to be offered until 2027.

Meanwhile, Jaguar’s design chief Ian Callum said the next-generation F-Type sports car may be electrified instead of being axed altogether. He said “there is something very emotional about a sports car that conveys the ultimate in the sense of performance and design,” although it’s unknown if the F-Type will go full electric thereafter.

Jaguar considering transformation to EV-only brand

It’s also revealed that a four or five-model all-electric Jaguar line-up could sell as many as 300,000 units per year, benefiting from much higher retail prices and riding a trend that is expected to see a sizeable chunk of the luxury vehicle market switching to battery power.

Although the outline of this transformation has reached an advanced stage, the project has yet to receive the green light due to Jaguar’s poor sales for its three-model sedan range. Executives at Tata (Jaguar’s Indian parent company) are said to be unhappy with the brand’s recent performance, given its extensive investment.

On the bright side, the E-Pace is now Jaguar’s second best-selling model, and the company’s electric division is rather well-received with the introduction of the I-Pace SUV and its continued exploits in Formula E. This, according to insiders, make for the perfect introduction to the brand’s electric revolution.

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Matthew H Tong

An ardent believer that fun cars need not be fast and fast cars may not always be fun. Matt advocates the purity and simplicity of manually swapping cogs while coping in silence of its impending doom. Matt's not hot. Never hot.

 

Comments

  • John Minum Teh 8X on Oct 12, 2018 at 5:39 pm

    All car manufacturers are moving towards EV completely. Infact, many countries in Europe have said by 2035 they will be petrol free completely.

    In Malaysia, we are still waiting for our Iriz EV. Proton showcased this car 5 years ago but told Government they needed more billions for further research. 5 years we are still waiting. And Hybrid we have been waiting 10 years now since Proton announced.

    Like or Dislike: Thumb up 2 Thumb down 2
  • Jimmy on Oct 12, 2018 at 11:39 pm

    Stupid.
    Don’t know how to do business.
    Don’t know own worth and value.

    Like or Dislike: Thumb up 1 Thumb down 0
  • NOOOOOOO

    Like or Dislike: Thumb up 0 Thumb down 0
  • Graham Frederick Pollard on Oct 13, 2018 at 2:46 pm

    What is Jaguars best seller. You mention the E Pace is second.

    Like or Dislike: Thumb up 0 Thumb down 0
  • Mr Hakim on Oct 15, 2018 at 12:29 pm

    Meh not gonna happened cause people buy Jaguar because of its unreliable combustion engine rattling and maintenance hardship.

    Like or Dislike: Thumb up 1 Thumb down 0
 

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