In stark contrast to its rivals such as Mercedes, Audi, and BMW, Tata-owned JLR has adopted a watchful approach to launch its electric vehicles in India. Currently, JLR has only one electric offering in the Indian market named Jaguar I-Pace although the company is now looking to fast-track its EV strategy. Recently, the chief commercial officer of the JLR, Lennard Hoornik, announced the launch of 8 new battery electric vehicle (BEV) in India by 2030. First off the block will be the Range Rover BEV for which bookings will start in 2024 and deliveries begin next year in 2025.
The inclusion of 8 new BEVs in the JLR portfolio will significantly expand the EV credentials of Tata Motors. Lennard emphasized that the India’s EV market is of strategic prominence for the brand and the country’s transition to electric mobility is heading in the right direction. The top echelon stated that the growth of the EVs in India can be further catalysed by offering subsidies, building EV infrastructure, and making good quality products available to customers. He also emphasized the need to make the EVs more affordable by bringing down the cost associated with the batteries of the EVs.
The strategy of JLR to launch a slew of new BEV models is part of Tata’s larger EV plans for both home and global markets. Tata Motors already enjoys the pole position in the EV market and by bringing new EV models in the high-end luxury segment, Tata is looking to consolidate its leading position in India going forward. It is important to know that despite ambitious plans, the EV road ahead for JLR in India is quite challenging as German Trio as well as Volvo has already taken the lead in enticing customers with their EV products across sedan and SUV segments. Hence, JLR has to put in extra efforts to carve a place in the minds of prospective customers who are looking forward to buying EV in the luxury segment. Most likely, the Jaguar’s will get the EV treatment asap. JLR India has been late to respond to most demands and segments in the Indian market.
