Jaguar announces plans to enter fast expanding space of pure-electric vehicles

Jaguar announces plans to enter fast expanding space of pure-electric vehicles

Following the footsteps of other major luxury carmakers, British automobile manufacturer Jaguar Land Rover (JLR) has also announced plans to enter the fast expanding space of pure-electric vehicles. The Whitley, England-headquartered luxury multinational car manufacturer is struggling to boost its sales, partly because a large fraction of potential buyers are switching from conventional gas-powered internal combustion engines (ICEs) to electric vehicles (EVs). That is why the JLR CEO Thierry Bolloré, who has been leading the brand since September 2020, wants to do a major overhaul of the business in order to make it profitable.

Under Bollore’s plans, Jaguar will turn its focus from ICEs to EVs. He stressed that the key characteristics of the company’s new line of pure-electric vehicles will include their bespoke platform. He explained that the proportions would play a crucial role in what customers want from the brand. It is for this very reason that the brand wants an absolutely bespoke platform.

Speaking on the topic, he admitted that customers love to test Jaguar cars but they still opt for other brands like Audi and BMW.

Speaking on the topic, he said, “Today, when you listen to customers, they see a Jaguar, like the car and test the car, and they still go and buy an Audi or a BMW. That’s the problem. People buy the originals, then. We aren’t the originals. We have to get the positioning of Jaguar much different, higher and more original.”

Now, the British car brand is looking for a modular platform to underpin its upcoming new line of EVs. Currently, it remains unclear if the company will develop the platform in-house or source it from some other automobile manufacturer.

The company aims to launch the new line of reinvented Jaguar EVs sometime after near or after 2025, and the preparations for the same have already started.

It is worth-mentioning here that Jaguar cancelled the new XJ fully-electric sedan last year just as it was about to be introduced. Bollore said the EV had to be cancelled because it lacked a bespoke platform.

Jaguar, a luxury car brand owned by Indian automobile giant Tata Motors Ltd., has plans to achieve zero emissions by the turn of the next decade. Switching from ICEs to environment-friendly EVs is thus really crucial for the company’s much-required transformation.