All brands are going electric in record time. But not this brand yet… (and it’s not Toyota)
In recent years, all brands have electrified their offerings at a record pace. While a brand like Tesla has dominated the electric car market for years, other established brands have had to make significant adjustments to also participate in electrification.
In addition, the European market is also experiencing a boom in Chinese cars, which are often more affordable and have significantly shaken up the supply. The lack of infrastructure and the uncertainty in the field of subsidies and taxes have also caused the market to cool down.
On the long run
That’s why brands are starting to slow down their pace a bit. For example, Volkswagen’s Glass Factory in Dresden was completely shut down. More EVs came off the production line than the brand could sell.
Now Jaguar Land Rover has also announced that it will slow down with the EV. At the end of last year, a fully electric Range Rover was announced. Now CEO Adrian Mardell of the brand indicates to Automotive News Europe that they are slowing down with EVs.
Jaguar Land Rover slows down with EV
The brand’s idea was to have no fewer than six fully electric Land Rovers and two electric Jaguars in its range by 2026. But that target has now been adjusted to four Land Rovers and two Jags.
The development time has been extended and the focus has been shifted to Plug-in Hybrids for the short term. More of these should become available quickly.
The CEO indicates that they are slowing down the pace a bit. There is currently more interest in the market for PHEVs and according to the man, taking more time for development also means better EVs for the brand. We will see!
Comments
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ericc say
They already feel the storm brewing and see that Europe will back down to save the car industry in Europe. The politicians have completely misjudged the arrival of the Chinese, not to mention their CO2-neutral Europe by 2050. If you want to keep Europe afloat, go back to the ICE Euro standard 6.
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dare2think say
There is something in the air about ‘EV’. The fact that manufacturers are now all scaling back their ambitions is a bad sign. The optimism is gone.
Apparently the profit achieved is no longer in proportion to the price that has to be paid for it. And ‘profit’ and ‘price’ in the broadest sense of the word.
‘Profit’ is often only expressed in financial benefit (that’s just how it works), but ‘price’ logically includes all disadvantages such as new price, range, network congestion and battery wear on a used car.
I’m starting to think that the pinnacle of fossil motoring was the C1-107-Aygo trio, it just went downhill from there. In no car since has the complete picture, the TCO, been so favorable for the owner.
