UK automaker Jaguar Land Rover (JLR) has revealed that its Jaguar luxury brand will be all-electric by 2025. The automaker will bring its electric models of its entire Jaguar and Land Rover line-up to the market by 2030, it further added.
The firm professed that as part of its new strategy, it would opt to keep all three of its own three British plants open.
However, it has no plans to launch XJ saloon electric version at the Castle Bromwich plant for the time being, meaning the site will ultimately stop making cars.
Chief executive Thierry Bolloré revealed the plant would rather focus on “non-production” activities in the long term, without revealing more specifics.
The company is gearing up to spend as many as £2.5bn a year on contemporary technology for its cars.
This is a significant move for Jaguar Land Rover, however the reality is it has less choice.
CO2 emission and automakers’ response
As is the case with other manufacturers, Jaguar is also under pressure to decrease the CO2 emissions from its fleet with more regulations coming into play in Europe and elsewhere. During the same time, sales of diesels – which comparatively produce less CO2 than petrol engines – have been dropping.
As far as the longer term is concerned, the UK government is willing to outlaw the sale of all entirely petrol and diesel cars from 2030. Furthermore, governments in certain other countries are also moving in the similar general direction.
Electric cars are comparatively expensive
However, the point of concern is that electric cars take more cost to design and build as compared to conventional models, meaning it is presently hard to make a profit from them. Big guys can opt to throw money at the problem now, and hope to make the most from economies of scale later.
JLR is a comparatively smaller company and can’t do that – so it will rather re-emphasise Jaguar’s credentials as a luxury brand when it will go all-electric.
That could make sense when we talk from a marketing point of view, but going for the sums add up can be a steep challenge.
Furthermore, it will also opt to invest in hydrogen fuel cell technology. Fuel cells offer electric power, lacking producing tailpipe emissions – water being the only by-product.
However, in order to be environmentally friendly in a true sense, the hydrogen itself will need to offer using renewable sources.
Transport Secretary Grant Shapps expressed the announcement was “a huge step for British car manufacturing”.
Carmakers are under pressure to successfully strict carbon emission demands in Europe along with China, as well as client demand for efficient electric cars with a touch of luxury or performance feel.
The UK is gearing up to ban the sale of any new petrol and diesel cars from 2030.
Similarly, luxury brands Bentley Motors by the iconic Volkswagen, expressed in November its range will be wholly and solely electric by 2030, and just last month General Motors expressed it aimed to have a zero tailpipe emission line-up by 2035.
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