An all-electric Jaguar range? Could as well …

Jaguar Land Rover has a problem, and it's not Land Rover. The Indian automaker (but still mostly British) has seen sales of its rather expansive Land Rover family at the expense of its Jag models. Sales of sedans are grim and the two SUVs designed to support the brand have not kept their heads out of the water, in terms of volume.

JLR would have proposed a radical solution: turning the brand into a fully electric family, thus strengthening the manufacturer's business MPG while maintaining Jaguar's viability in a rapidly changing regulatory environment. Putting aside heritage and associated romance, it's hard to come up with an argument against it.

according to Coach, the company's product planners presented an unapproved strategy that would allow the brand to get rid of all gasoline vehicles over the next decade. The inspiration for this plan is rooted in anger – especially that of Tata, the Indian owner of JLR. Tata does not like the sales trend, especially in light of her recent investments.

According to our information, planning is at a fairly advanced stage. According to the outline of the strategy, the flagship XJ would become a complete EV in the next two years (a plan already well announced), with the closure of the sedans XE and XF in 2023. Their replacement would be a slightly more electric filter great that The Audi E-Tron, which would appear around 2025 – at the same time as the phasing out of crossings F-Pace and E-Pace. There will also be a new I-Pace EV crossover (due to arrive in the US this fall) at this time. A new utility vehicle, the J-Pace, will be launched for 2021 and will retire around 2027.

As for the sports coupe and the F-type convertible, it will not happen in the middle of the next decade. No direct replacement is planned. I repeat, this plan has not received a signal from JLR.

If JLR pulled the trigger, the makers imagine a near future where Jaguar, with four or five models available, will capture a large share of the segment of high-end electric vehicles booming in Europe. Other markets, China being at the top, could also be receptive.

European cities are pushing more and more for a total ban on internal combustion vehicles, as German cities are already allowed to restrict the use (and circulation) of older diesel models within their borders. Going EV would give the brand a free reign. Development costs would be amortized by the rampant family of Land Rover, which continues to see sales increase, and partially absorbed by higher PSMPs. A sharp increase in business fuel economy would also allow the Land Rover range to forgo costly investments in electrification. Buyers seem to love their Land Rover and Range Rover vehicles as they are, and the next Defender must also be taken into account.

In the United States, the sharp increase in sales observed from 2015 to 2017 is reversed in 2018. Since the beginning of the year, Jaguar sales have decreased by 30% compared to the same period the year before. Last year. In September, the brand registered a 38% drop over the previous year, while the Land Rover family rose 9%, a new record for the month.

Jaguar already has the ability to create an attractive EV, which seduces with its sporty appeal and utility. Owners of older types of E-types can even convert their trips into electrical energy without changing the weight of the car. In short: Electrification is already related to Jaguar's identity.

Those who were worried about heritage and tradition lamented the introduction of the F-Pace – a vehicle that has done more than anything to keep Jaguar alive for the past two years – and the continuing shift in consumer preferences. consumers towards SUV means the business survival the changing winds and anticipating new ones. Nobody foresees the return of the car, nor a slowing down of the growth of the electric vehicles.

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