ELECTRIC FLAIR FOR JAGUAR AS MARQUE GOES GREEN IN 2020
▶ Indian-owned car builder to make its range of models available in more environmentally friendly versions
The gruff roar of a Jaguar or a Land Rover has been a familiar sound for decades, but it is soon to be replaced by a whimper.
Britain’s biggest carmaker yesterday announced that from 2020, all of its new vehicles will be available in an electric or hybrid version in addition to traditional combustion engines.
The company, which is owned by India’s Tata Motors, said that it aimed to make half of its new cars available in greener versions by the end of the decade, but it has now accelerated its plans.
The announcement came two months after another carmaker, Volvo, pledged to fit all its new models with electric motors.
Volvo has set itself a target of 2019, one year earlier than Jaguar Land Rover.
But JLR and Volvo will both still be making models that have internal combustion engines.
Dr Ralf Speth, JLR’s chief executive, said: “Every new Jaguar Land Rover line will be electrified from 2020, giving our customers even more choice.”
The motor industry is still reeling from the Volkswagen emission testing scandal, which pushed carmakers to step up efforts to “go green”.
They also face pressure from governments intent on reducing climate change. In July, Britain said it would ban the sale of new diesel and petrol cars from 2040, in a move to cut pollution, following similar plans in France and in cities including Madrid and Athens.
Demand is soaring for lowemission models, and carmakers have been racing to tap into that. In November last year, JLR unveiled its first electric concept car, which it said was “the first step towards our future”.
At that time, it also promised to give its customers “smarter, cleaner and more efficient” technology. In yesterday’s announcement, the company said the first of its new electric models – the Jaguar I-Pace – would go on sale next year.
Dr Speth said: “We will introduce a portfolio of electrified products across our model range, embracing fully electric, plug-in hybrid and mild hybrid vehicles.”
Industry specialist Prof David Bailey, of the Aston Business School at Aston University in Birmingham, England, said it was about time JLR made such a move.
“Jaguar Land Rover have been far too slow to the game. They’ve concentrated very much on making their cars lighter, and developing their internal combustion engine,” he said.
“In my view, they failed to appreciate how much electric cars were changing the industry. You’ve had rivals like BMW move much quicker, and you’ve had Tesla come in and steal their lunch.
“However, yesterday’s announcement shows they are now embracing the potential of electric cars, albeit belatedly, and I welcome that.”
At this week’s Tech Fest in London, JLR was showing off a range of car gadgets including an “intelligent steering wheel” called Sayer, which will talk to drivers and answer questions.
It will also provide Internet of Things services, such as making home entertainment choices or ordering food deliveries.
“This is a steering wheel like never before,” the company said.
You’ve had rivals like BMW move much quicker, and you’ve had Tesla come in and steal their lunch PROF DAVID BAILEY Motoring industry analyst