In another exciting step towards the 2030 petrol and diesel ban, Jaguar has this week announced that by 2025 it will become a ‘pure-electric luxury brand.’
Within the next four years, all petrol engines will be dropped entirely, making way for a range of fully electric vehicles, including six new pure-electric models for Land Rover.
JLR CEO Thierry Bollore announced Jaguar’s plans in a statement on Monday, dubbing the mission a ‘Reimagine’ strategy and describing it as a ‘renaissance’:
‘By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure-electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging and pioneering next-generation technologies.’
He went on to pledge that: ‘Jaguar will exist to make life extraordinary by creating dramatically beautiful automotive experiences that leave its customers feeling unique and rewarded.’
It was also noted that this move will put Jaguar in direct competition with Tesla, which is currently a force to be reckoned with on the EV market.
Despite the significant changes on the horizon, however, motoring groups were pleased to hear that Jaguar intends to retain its production facilities in the UK, stating that ‘core manufacturing facilities’ will remain open: ‘From a core manufacturing perspective that means Jaguar and Land Rover will retain its plant and assembly facilities in the home UK market and around the world.’
In response to the announcement, editorial director at Autocar, Jim Holder said: ‘While details were scarce in today’s announcement, it is clear that Jaguar Land Rover, in common with most car-makers, has come to the realisation that its business model needed to be ripped up in order for it to have any chance and thriving into the future.’
Other experts also weighed in on the news, including the Society of Motor Manufacturers and Traders chief executive, Mike Hawes. He described the as being ‘an injection of confidence into the wider sector’ and believes it is a step in the right direction for the motoring industry:
‘Its roadmap to a future that is built around sustainability, with electrified and hydrogen models as well as investment in connected and digital technologies, aligns with Government ambition and increasing consumer expectations.’
Jaguar may be ready for 2025, but are we?
While Jaguar and other manufactures are making steps designed to be in keeping with the government’s plan to ban the sale of new petrol and diesel vehicles by 2030, some motoring organisations are concerned that drivers, councils and mechanics are unprepared for the change.
Back in January, it was revealed that very few councils had put plans in place to install plug-in charging points to accommodate this change despite large numbers of electric vehicles being registered. It is a concern that this will act as a deterrent to drivers, meaning that Jaguar and other manufacturers’ efforts to reduce emissions may be in vain.
Amanda Stretton, Sustainable Transport Editor at Centrica, urged that there is a ‘need for all UK councils to play their part in helping to achieve the 2030 ban’ in order for it to be successful. She also revealed that, for drivers, the lack of accessible charging points is the ‘main reason for preventing them from purchasing an EV.’
Concerns have also been raised about the lack of re-training available to mechanics as working on an electric vehicle without appropriate training could lead to ‘serious death or injury’.
This warning came from the Institute of the Motor Industry after it was revealed that currently, just 5% of mechanics are trained to work on electric vehicles. The IMI are concerned that if this is not rectified, it could have a detrimental impact on the success of the proposed 2030 ban:
‘The automotive workforce is already behind in the skills required for these emerging technologies – through no fault of their own.’
‘Employers need support and incentives to get more of their technicians trained and to re-ignite recruitment and apprenticeship plans.’
Without immediate attention, the IMI worries that ‘the plan will be compromised and – much more important – the UK won’t meet its net-zero target, and we’ll imperil out next generation’s future.’
Jaguar’s move is clearly a positive one, but the success of their campaign, it seems, will rely heavily on the ability of other influencing parties to keep up.
How do you feel about Jaguar’s announcement? Do you think the lack of EV plug-in points and re-training opportunities will impact their plan?
Tell us in the comments.
Until the problems of range, availability of charging points, price and long charging times are solved electric vehicles will play a minor role in transport. OK for town use, but impractical for longer journeys. They may be cheaper to run than petrol and diesel now, but that is only because of the tax on fuel. If petrol and diesel cars disappear, so will the revenue from fuel duty. Any guesses how the government will replace this, because it certainly won’t write it off?
Everyone, Government included [fancy that], appears to have lost sight of the “aftermarket” motor industry that currently exists in the UK. This includes very many aspects of the trade and generates £multi-billions every year.
At a stroke this element of the industry will probably be wiped out by 2030 if the present policy ensues; but – be prepared for a typical & progressive Government ‘back-down between now and then.
Range, charging points, recharging speeds and cost to buy are the main concerns at the moment making me question do I go for a hybrid PHEV for now and electric later when these issues have all been resolved and costs are much lower for a new car. Also vey little information available on how long the batteries will last and how much they will cost to replace and recycle? I want to go fully electric but still have these concerns. Local councils must be told by government to get behind the initiative and ensure they have plans in place for multiple electric charging points in their car parks.
I think it is great that Jaguar is reimagining it’s identity. It’s current range is floundering against the opposition and the brand identity isn’t clear. The old ‘grace and pace’ image is a bit weak now. A lot of the grace has been diluted in attempting to keep pace with the German sporting saloons. So with sales declining they haven’t got much to loose. It is probably the right time to strongly delineate the brand as electric because of legislative inducements, and Tesla have tested the market viability. JLR are good at promoting their products as upmarket life style choices where the profits are probably most attainable in the near future. Better off customers can obtain the facilities to charge their vehicles but JLR will have difficulty in competing against the growing Tesla network without teaming up with a partner providing an convenient upmarket remote charging network. The current networks are no match for Tesla’s it seems.
How much use will an electric Land Rover be? Maybe they expect farmers to retain their old ones too.
Hydrogen had the briefest mention.. can we not hear more regarding any plans for new hydrogen models?
There is one serious health issue which nobody in the car industry, Government, newspapers or TV programmes have touched on and that is a significant higher risk of developing cancer from the increased levels of emmissions from Electro-magntic-fields,EMF, from the large batteries in electric vehicles. Research, which apparently is being ignored highlights the significant damage to human cells from prelonged exposure to EMF as the batteries are far larger than the present 12v battery and aresituated either under the occupants seats or in between the seats in very close proximity to a driver and passenger of the car.