Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • Munich Auto Show
    • Geneva Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Technology
    • Segment Analysis
    • Cars & Concepts
    • Supplier Spotlight
    • Europe By The Numbers
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
  • Podcasts
  • Car Cutaways
  • EVENTS
    • ANE Congress
    • ANE Rising Stars
    • ANE Eurostars
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: All or nothing: Why circular business models require a holistic approach
    • Capgemini: Invent Head on automotive takeaways from CES 2023
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Capgemini: The circular economy is spurring new thinking on EV batteries
    • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
    • HEXAGON: Plugging into data is the only way to make winning EVs
    • PUBLICIS SAPIENT: The power of post-purchase: How automakers can maximize customer lifetime value
    • TUV Rheinland: Ideas, services and certifications for smart mobility
    • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
    • Toyota Europe
    • UFI Filters
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Automakers
February 16, 2021 05:00 AM

Jaguar has the tech to achieve challenging electric shift, JLR CEO Bollore says

Bloomberg
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Jaguar I-Pace

    JLR's only full-electric vehicle -- the Jaguar I-Pace SUV -- has struggled to find a mass following.

    Jaguar Land Rover CEO Thierry Bollore is confident that the automaker can overcome the challenges of making its storied Jaguar brand all-electric.

    "We have the technology, we know how to do it," Bollore  said in an interview with Bloomberg Television after the company outlined its new "Reimagine" electric-focused business plan.

    Future Jaguar models will be built exclusively on a full-electric architecture, Bollore said during an online presentation on Monday. Land Rover will get six new full-electric models in the next five years with the aim of making 60 percent of its sales zero-emissions vehicles by 2030.

    Bollore's shift is poised to be challenging for the automaker, which was grappling with Brexit, stricter emissions rules and a dip in exports to China even before the coronavirus pandemic hit.

    JLR has limited experience making EVs, and while it has introduced plug-in hybrid variants of models including the Range Rover Sport and new Land Rover Defender, its only full-electric vehicle -- the Jaguar I-Pace SUV -- has struggled to find a mass following.

    Bollore: JLR may buy EV batteries produced in the UK.

    "Automakers are getting more aggressive with their EV timelines, but some will be harder to meet than others," said Colin McKerracher, an analyst with BloombergNEF. "Battery prices still need to fall further for mass-market brands to make the jump, but premium brands can get there sooner due to higher average purchase prices."

    Plant risk

    Phasing out combustion-engine models could spell trouble for Jaguar's Castle Bromwich plant in England, which employs almost 2,000 people making Jaguar XE and XF sedans as well as the F-Type sports car.

    The company said it is exploring ways to "repurpose" the site after the models are phased out and plans to "substantially reduce and rationalize" its non-manufacturing infrastructure in the UK.

    JLR may move activities including its high-end special-vehicle operations to Castle Bromwich, Bollore said in the interview.

    The company will also consider buying EV batteries produced in the UK to meet local-content rules, he said.

    The UK labor union Unite said it welcomes JLR's strategy revamp but is supporting the company only if it sticks to pledges that it will not shutter plants or fire workers.

    JLR's push away from the internal combustion engine is the latest seismic automotive shift driven by stricter emissions rules. Automakers from German giant Volkswagen Group to Jaguar's smaller rival Lotus Cars have announced plans to electrify their offerings as governments around the world increase aid for battery-powered vehicles and put in place rules restricting gasoline cars.

    JLR failed to comply with Europe’s tougher carbon-dioxide rules last year and set aside 35 million pounds to pay for the resulting fines. The UK, its home market, will ban sales of gasoline and diesel cars from 2030, putting further pressure on legacy automakers.

    FOCUS ON ELECTRIFICATION NEWSLETTER: A monthly wrap-up of the latest electric vehicle news, including interviews and global EV sales data, delivered to your inbox.
    RECOMMENDED FOR YOU
    Why are electric car names so bad?
    Recommended for You
    Toyota bZ4X driving down steep incline 2022
    Why are electric car names so bad?
    London taxi coventry factory 2023
    London black cab owner Geely explores raising fresh funds
    China electric car sales
    China set to extend EV tax incentives as sales growth slows
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • Advertise with us
    • Advertise with Us
    • Ad Choices Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Munich Auto Show
        • Geneva Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Technology
      • Segment Analysis
      • Cars & Concepts
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • EVENTS
      • ANE Congress
      • ANE Rising Stars
      • ANE Eurostars
    • More
      • Publishing Partners
        • Capgemini: All or nothing: Why circular business models require a holistic approach
        • Capgemini: Invent Head on automotive takeaways from CES 2023
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Capgemini: The circular economy is spurring new thinking on EV batteries
        • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
        • HEXAGON: Plugging into data is the only way to make winning EVs
        • PUBLICIS SAPIENT: The power of post-purchase: How automakers can maximize customer lifetime value
        • TUV Rheinland: Ideas, services and certifications for smart mobility
        • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
        • Toyota Europe
        • UFI Filters
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us