Advertisement
Opinion

“Jaguar’s electric I-Pace can transform the brand"

Using the impressive Jaguar I-Pace as a foundation, the British marque can become an industry leader in EVs, thinks Jonathan Burn

Jaguar I-Pace - Opinion

Jaguar’s new I-Pace has been four-and-a-half years in the making and, as you’ll read in our review (link further down the page), it’s certainly been worth waiting for. 

The electric SUV is the birthchild of Dr. Wolfgang Ziebart, JLR’s technical design director. After 23 years at BMW, and playing a role in the creation of the German firm’s i Division, he knows a thing or two about EVs – and with the I-Pace it shows. 

Advertisement - Article continues below

Jaguar I-Pace review

But even Ziebart didn’t spot the gap in the market for luxury electric vehicles. He wasn’t alone – bosses at Mercedes, Audi, Ford, Toyota and Honda (among others) all missed buyers’ appetite for high-end EVs. 

Tesla got there first and showed the established powers within the automotive industry the massive opportunity they had missed. Without Tesla, would cars such as the I-Pace exist? Perhaps not. But sometimes it takes an outsider to shake up an industry and the automotive sector is better off because of Elon Musk and Tesla.

But as well as being a game changer for electric cars, the I-Pace represents a much greater leap forward for Jaguar as a brand. Ziebart told me it is the most important Jaguar since the E-Type. I reckon that’s perhaps underplaying it a bit. The I-Pace catapults Jaguar into the 21st century and helps a famous British brand shake off its somewhat stuffy and ageing image. 

In the eyes of the younger generation, Jaguar still lags behind companies such as Audi, Mercedes and BMW when it comes to technology and brand image. I know, because I felt that way, too. Now I’m absolutely convinced the I-Pace will change that. 

Cars like the I-Pace are the future of this industry and the future of Jaguar. This great British company now has a massive chance to transform itself into an industry leader. Let’s hope Jaguar can make it count. 

Do you think Jaguar has the capability to become an industry leader in EVs? Let us know in the comments below...

Advertisement
Advertisement

Recommended

Visit Jaguar Land Rover online sales system now fully operational
Jaguar

Jaguar Land Rover online sales system now fully operational

Jaguar Land Rover’s online sales platform is now available for use by all UK customers looking to buy a car remotely
3 May 2020
Visit Inside Jaguar’s design future: new design boss reveals what’s next
Jaguar

Inside Jaguar’s design future: new design boss reveals what’s next

Jaguar design director Julian Thomson talks about new XJ, plus sports cars and small Jags
1 May 2020
Visit Jaguar Land Rover to make protective visors for NHS
News

Jaguar Land Rover to make protective visors for NHS

3D printers at Jaguar Land Rover’s prototype building facility in Gaydon will be used to produce protective visors for NHS workers
3 Apr 2020
Visit New JLR Project Vector showcases autonomous future
Jaguar Land Rover Project Vector - front
Jaguar

New JLR Project Vector showcases autonomous future

The new JLR Project Vector autonomous pod sits on a new platform and is scheduled for on-road trials before the end of 2021
18 Feb 2020

Most Popular

Visit New 2021 Mercedes SL to be developed by AMG with 2+2 layout
Mercedes SL

New 2021 Mercedes SL to be developed by AMG with 2+2 layout

The new Mercedes SL roadster will return with a fabric roof and will share tech with the AMG GT sports car. Our exclusive images preview how it could …
29 May 2020
Visit New Ford tech kills coronavirus by heating cars to 56 degrees Celsius 
News

New Ford tech kills coronavirus by heating cars to 56 degrees Celsius 

Ford’s “heated software enhancement” system designed for American police cars is said to reduce viral concentration “by greater than 99 percent”.
27 May 2020
Visit New facelifted BMW 5 Series takes aim at Audi A6 and Mercedes E-Class
BMW 5 Series

New facelifted BMW 5 Series takes aim at Audi A6 and Mercedes E-Class

The BMW 5 Series has been updated with styling and efficiency tweaks, while a new 545e performance plug-in model joins the line-up
27 May 2020