Revolution is an opportunity
It cannot be denied that the electric revolution we are witnessing is a great opportunity for smaller and new players in the automotive market. While a few years ago it was hard to imagine that someone could threaten the increasingly consolidating and unifying companies, but then Tesla managed to overturn the entire table. Today, we are witnessing the unprecedented development of Tesla, probably the American Lucid Motors and Rivian Automotive may be very successful, many new brands have a chance to appear also in China.
This situation also seems to be ideal for older, but less popular car brands that have been in retreat for many years, often balancing on the brink of bankruptcy and changing hands from time to time. Jaguar traveled a similar path, which, after the swing under Ford’s rule, came together with the Land Rover under the wings of the Indian Tata Motors. Today, both British brands form one body.
Jump into the future
Dad, for whom Jagura and LR are brands that attract European and American customers, was one of the first to follow Tesla’s footsteps and create an electric car designed from scratch for this type of drive. I-pace is a very successful car, which may not have fulfilled the dream of being a Tesla-killer, but it gave the company much needed experience with the difficult implementation of these technologies.
The company’s new CEO, Thierry Bolloré, has decided it is time to take advantage of this advantage and announced a new strategy that will make all Jaguar cars fully electric from 2025. Land-Rover, which accounts for 3/4 of the company’s sales, will start the conversion from 2024 and introduce 6 all-electric models. Here, probably due to the large sales of this brand’s cars to less electrified markets, internal combustion engines will live a little longer. By 2039, the company is predicted to become completely zero-carbon, including its external chain.
The changes affecting Jaguar are actually a logical consequence of changes that have been going on for a long time. During the several years after Tata’s management, Jaguar has turned from a very conservative brand into a premium representative with a sporty character, with an offer targeted at the Audi and BMW clientele. At the same time, investing in EV technology more consistently than the aforementioned companies, with which they have a chance not to win, but perhaps to get closer to much larger competitors.
Looking at some of the announcements from the Reimagine program, it also looks that the company will undergo a massive restructuring in the coming years to prepare it for new times, simplify the supply chain, centralize some departments and simplify management structures. It is not likely to be a move to the vertical structure of ala Tesla, but it is certainly an interesting move that will be much more difficult to implement for larger companies.
Will Jaguar manage to jump to the first league of manufacturers in this way? Of course, this is not known, but the idea is certainly very interesting and gives a chance to discount previous investments and experience in new technologies. It will also give them the chance to join Tesla in the race for road data needed to expand automatic systems, which the CEO emphasized in his speech. Certainly, the car market in 5 years’ time will be very different from the current one (although I do not know if it will also apply to Poland) and today is a good time to prepare for it.
Source: AntyWeb by antyweb.pl.
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