The Abu Dhabi Autonomous Racing League (AADARL) has made significant strides in its corporate campaign, ‘Reimagine,’ which is focused on all-electric vehicles. On the official Jaguar Land Rover website, visitors can see a Formula E car, symbolizing the company’s commitment to the ‘race to road philosophy.’ JLR plans to release six electric models under the Range Rover, Discovery, and Defender brands by 2026, starting with the all-electric Range Rover this year. This strategy not only supports JLR’s sporting ambitions in Formula E but also demonstrates the company’s desire to win and gather silverware. With a commitment to Formula E until 2030, JLR aims to compete at the world-championship level and secure its first title since 1991.
Over the past decade, Jaguar has made substantial investments in all-electric technology. These investments include £15 billion in its industrial footprint, transforming JLR’s Halewood plant into an all-electric manufacturing facility, and renaming its Engine Manufacturing Centre in Wolverhampton to the Electric Propulsion Manufacturing Centre. Additionally, the Jaguar Formula E team now has state-of-the-art facilities in Kidlington, Oxfordshire. James Barclay, a representative from Jaguar, expressed his confidence in the company’s direction, stating that the next step from 2025 onwards would involve reimagining Jaguar as an all-electric car company. He emphasized the perfect timing of JLR’s involvement in Formula E’s Gen4 era to build upon their success in the championship.
Jaguar’s commitment to the Gen4 ruleset aligns with Nissan’s recent decision, highlighting the significance of Formula E’s technical advancements. As the pinnacle of electric racing, Formula E provides an ideal platform for JLR to market its all-electric vehicles. Barclay believes that Formula E has incredible potential, especially considering the industry’s expected changes in the coming years. The growth of Formula E as a championship and the value it offers to manufacturers are key factors in JLR’s decision to continue its involvement. By focusing on growth and increasing the value derived from the sport, JLR aims to create a sustainable business model for teams and manufacturers. The relatability of Formula E to JLR’s activities in the automotive sector is also crucial, as it allows the company to showcase its engineering advancements and apply them to future electric vehicles.
Jaguar sees Formula E as an opportunity to develop its electric technology rather than relying on off-the-shelf components. By competing against world-class competitors, JLR can gain a deep understanding of electric technology and produce the best electric vehicles in the world. Racing has long been known to improve the breed, and Jaguar recognizes the value of participating in Formula E to enhance its technological expertise.