JAGUAR’S ELECTRIC REINVENTION IS BOLD BUT NECESSARY
JAGUAR HAS HAD huge success with the I-Pace. It has helped shed the company’s old-man image and brought the brand to people it could never have reached before. By getting such an electric car to market first, Jaguar stole a march on rivals in the process. However, since its launch a year ago, Audi and Mercedes-Benz have launched their own I-Pace rivals and detailed plans for the second, third, fourth and beyond electric cars for their line-ups. Whatever advantage Jaguar had seemed to have been squandered, with the I-Pace the exception rather than the rule. But now the secret is out: as Autocar has been reporting since as far back as 2015, Jaguar is on the verge of becoming a full-blown electric car maker and replacing its existing range with pure-electric versions,…