Story in Brief:
Jaguar Land Rover (JLR) is undergoing a period of rebranding after company projections expect zero sales of internal combustion engine models and 60% of its sales from zero-emission cars by 2036. A strategy has been put in place to phase out the soon-to-be outdated diesel technology that once reigned supreme in the Jaguar line-up. By 2030 JLR will launch electric models of their entire Jaguar and Land Rover fleet.
Key Take Away:
Ian Henry from AutoAnalysis stated that all car brands are beginning to formulate strategies for the industry-wide transition to electric, making it unsurprising that JLR’s chief executive, Thierry Bolloré, has unveiled such a radical plan. Bolloré has undertaken to keep all “core plants” open in implementing this strategy, although a phase of reorganisation and repurposing will be required. Unfortunately, after the financial hit from the pandemic and the reduced demand for diesel, the decision was made to stop making cars at the Castle Bromwich manufacturing site.
In November 2020 Bentley Motors, another luxury brand, announced that its range will be fully electric by 2030. How could this announcement, as well as similar announcements from other brands, have propelled JLR to formulate or release this strategy? Do you think that JLR had much freedom in the decision, considering the long-term plans of the UK government to outlaw entirely petrol and diesel cars from 2030, and pressure to reduce CO2 emissions? How will the decision to stop production at the Castle Bromwich site affect the labour market in the area?
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