Global Electric Vehicle Market Drops, Jaguar: This Completely Transition To EV Makes Us Frustrated

Illustration of Jaguar's future car. (Doc. X/@jaguar)

JAKARTA - The global automotive industry is currently faced with the phenomenon of a number of manufacturers who have decided to postpone their plans to present pure electrification cars for the future.

Several manufacturers such as Volvo, Volkswagen, and Mercedes-Benz have decided to adjust their EV production strategy. In fact, some of them had to delay the launch of their latest electric vehicles. As it turned out, other manufacturers also felt the impact of the decline in the market.

One example is Jaguar. Even though they are still committed to a pure electrification transition, the path taken is a tough challenge.

Managing Director of Jaguar Land Rover (JLR) Rawdon Glover, admits that the transition period from pure gasoline to EV completely makes the manufacturer feel frustrated.

"It's really frustrating to move to EV," said Glover, quoted from Top Gear, Wednesday, September 11.

Since Jaguar made the decision in a pure electrification transition, the brand has faced a number of decisions, continuing to sell pure ICE vehicles or facing a decline in sales while still presenting electric vehicles. The manufacturer chose the last option.

Jaguar plans to do this by following up on its commitment to electrification, which is a bold move considering many car manufacturers canceled their electric vehicle plans.

Another challenge for this British brand is to increase brand image from premium to super luxury brand which certainly doesn't increase sales, unless it manages to sell one of its models for more than 120,000 (IDR 2.422 billion).

"With every decision we make, we ask 'will this make people think about Jaguar the way we need it?' If that didn't make them want to pay 120,000, we wouldn't, "added Rawdon.

Recently, the Jaguar animal logo brand decided to stop a number of gasoline-engined models, such as XE, XF, and F-Type in order to smooth out the plan.

But the manufacturer also stopped production from its first EV, I-Face at the Magna Steyr factory, Austria because it was considered unfavorable