Jaguar Land Rover launches education scheme to dispel diesel car myths

The company says diesel cars are being targeted too much and wants to educate drivers of their continuing benefits

Jaguar F-Pace - front

Jaguar Land Rover has launched a new diesel education programme to reassure buyers of the benefits of diesel cars. News of the company-wide scheme came days before the Government is due to announce its air quality strategy that’s reported to include a diesel scrappage scheme and measures to restrict older diesel cars from polluted city centres.

Up to ninety per cent of Jaguar Land Rover cars sold in Britain come with a diesel engine, and the manufacturer is aiming to reassure buyers of the benefits of diesel cars amid the negative attention diesel cars have received over recent months. 

Diesel exhaust fumes and particle matter have increasingly been connected with health dangers, with experts linking air pollution to 40,000 premature deaths a year in the UK. As a result, JLR says it has customers calling up and ask whether diesel will soon be banned.    

Best diesel cars 2017

The Society of Motor Manufacturers and Traders (SMMT) has previously said that the new Euro 6 emissions standards that all new diesel cars have to adhere to are far tougher on emissions, resulting in today's cars polluting 56 per cent less nitrogen oxides (NOx) than previous, Euro 5 cars. 

Jeremy Hicks, Jaguar Land Rover UK’s managing director said: "Our latest Eu6 diesel engines are among the cleanest in the world. Highly efficient diesel particulate filters now capture 99.9% of all particles, and we are making further emissions improvements with every new model year vehicle. 

“Pollutant emission levels for new diesels are comparable to the equivalent petrol engines, but with CO2 emissions that are around 20% lower. Our customers demand greater fuel economy all the time, and new diesels deliver that.

"Customers can be reassured that Jaguar Land Rover is continuing to invest in cleaner technology, with £1bn invested at our Engine Manufacturing Centre near Wolverhampton, as well as a major hybrid and electrification programme. Older car engines are just one potential source of urban air pollutants, and we'd be keen to see the strategy tackling air quality across a range of pollution sources including heating, public transport and shipping. 

“Recent publicity around the diesel debate has caused significant confusion for customers; we are seeing more and more people ask us whether they should be buying a petrol or a diesel. We have a range of both efficient clean petrol and diesel options so we are providing a simple unbiased guide for customers to make an informed choice.”

Will you continue to buy diesel cars in the future? Tell us in the comments below...

Recommended

Cyclists and pedestrians prioritised in upcoming Highway Code revisions
News

Cyclists and pedestrians prioritised in upcoming Highway Code revisions

Latest Highway Code changes look to strengthen the priority of walkers and cyclists over motorists
30 Jul 2021
UK road pricing: UK plan to plug the fuel duty gap
Motorway
News

UK road pricing: UK plan to plug the fuel duty gap

The Government’s plan to plug the £30bn gap in lost fuel duty is taking shape with bans on petrol and diesel car and trucks looming
13 Jul 2021
'Bolloré's strategy is already having a good impact on Jaguar Land Rover'
Opinion JLR Thierry Bollore
Opinion

'Bolloré's strategy is already having a good impact on Jaguar Land Rover'

Steve Fowler says JLR CEO Thierry Bolloré's new approach is working wonders
24 Jun 2021
Exclusive: Jaguar’s luxury reinvention to start from £100k
Thierry Bollore - Jaguar I-Pace
Jaguar

Exclusive: Jaguar’s luxury reinvention to start from £100k

New boss Thierry Bollore reveals that Jaguar will be reinvented as a luxury car brand to take on Bentley, with the design of a new family already sign…
22 Jun 2021

Most Popular

Land Rover unveils limited-run Defender Trophy Edition
Land Rover unveils limited-run Defender Trophy Edition - front
Land Rover Defender

Land Rover unveils limited-run Defender Trophy Edition

Just 220 examples will be built to honour past Camel Trophy Land Rovers, all of which have been reserved for the North American market
30 Jul 2021
New 2021 Volkswagen Taigo coupe-SUV breaks cover
Volkswagen Taigo R-Line - front
Volkswagen Taigo

New 2021 Volkswagen Taigo coupe-SUV breaks cover

The new VW Taigo is a sportier, more aggressive looking version of the brand’s T-Cross and is aimed at lifestyle buyers
29 Jul 2021
New 2021 Kia EV6 boasts up to 328 miles of range
Kia EV6 - front
Kia EV6

New 2021 Kia EV6 boasts up to 328 miles of range

Kia reveals more specs for its bespoke electric car, with the EV6 offering long range and an 18-minute 80 per cent rapid recharge time
21 Jul 2021