Two brands converging on the same point, but arriving from different worlds. One, a Silicon Valley start-up younger than several jars of chutney in my larder, driven by a humanitarian mission to rid our roads of fossil fuels and making the rules up as it goes along. The other steeped in a century of history, still trying to unshackle itself from an olde-worlde image and needing to flog traditional saloons and SUVs in huge numbers while simultaneously sprinkling the whole company in the I-Pace’s green glow.
It’s working, but not there yet.
When Tesla opened order books for the Model 3, it took 325,000 deposits in the first 24 hours. Jag tried to pull a similar trick with the I-Pace, but is yet to show us the numbers. One of these companies advertises; the other doesn’t feel the need to. A valiant effort from the swashbuckling Brit, but Tesla isn’t just a car company, it’s a cult. Good luck competing with that.