‘Jaguar needs to build on its EV momentum’

The British brand needs to capitalise on the progress it’s made with the electric I-Pace, writes John McIlroy

Opinion Jaguar Electric

The beautifully manicured greens and fairways of the Pebble Beach golf course are a world away from the hustle and bustle of the UK’s roads and streets – and yet there was much to take note of at the American classic car event at the end of last week.

BMW gave us the all-new Z4 in production form, while Audi and Mercedes looked further ahead with all-electric concept cars. Jaguar joined in, too, revealing that its electric E-Type will be offered to customers from next year, at a price conservatively estimated to be north of £300,000.

Advertisement - Article continues below

Electric Jaguar E-Type to go into production

However, the British firm isn’t about to stop there. Its engineers are working on a mid-engined replacement for the modern-day F-Type sports car – a vehicle that will incorporate a hybrid powertrain and, potentially, full electrification.

These are important times in the market for cars that plug in, with a land-grab to assume control of the moral high ground and, among premium manufacturers, the position of ‘credible rival to Tesla’. Jaguar is right at the forefront of that race, of course, with our 2018 Car of the Year, the I-Pace, racking up orders ahead of the arrivals in 2019 of Audi’s e-tron and the Mercedes EQ C.

What Jaguar needs to do now, though, is build on the I-Pace’s momentum and deliver a strong push to electrify the rest of its range, bridging the gap between the SUV and whatever the F-Type becomes.

The process should start, we reckon, with a fully electric next generation of the XJ, taking the limo into the next 50 years. Offering eco-friendly running in a classic E-Type is one thing. But a luxury car with the ability to glide silently around city centres would be even more of a statement.

Check out the best electric cars on sale right now




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
Jaguar Land Rover Project Vector - front

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
OPINION Sir Ralph Speth

'The JLR management merry-go-round is up and running'

With JLR CEO Sir Ralph Speth retiring, Steve Fowler looks at who in the automotive industry looks set to replace him
5 Feb 2020
Opinion - Jaguar E-Pace

“JLR desperately needs a range of smaller cars and SUVs”

Could Jaguar Land Rover become the latest brand to join the PSA empire? Mike Rutherford thinks it would be a good idea for both parties
26 Jan 2020

Most Popular

Volvo V40 SUV - front (watermarked)
Volvo V40 Hatchback

New 2022 Volvo V40: details, prices and on-sale date

New Volvo V40 will bolster the brand’s cluster of small ‘40’ models, evolving from a hatch into an SUV and we have exclusive images of how it could lo…
9 Apr 2020
Volvo S90

Volvo S90 loses petrol and diesel engines from line-up

The flagship Volvo S90 saloon is now only available with the company’s range-topping, 385bhp T8 plug-in hybrid powertrain
9 Apr 2020
Tips & advice

What to do about your diesel particulate filter during lockdown

The coronavirus lockdown is forcing people to drive their cars less, which could be a problem for owners of modern diesels
7 Apr 2020