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Since the new energy vehicles have gradually become the general direction of the future market, more and more car companies have bet on the electrification field. This also includes the Land Rover Jaguar brand, which began to lay out the field early, but only involving this area does not seem to satisfy the development of its company. There are foreign media reports, Jaguar Land Rover Group plans to directly transform the Jaguar brand into a pure electric brand.

Thierry Thierry Bollore, who will be Jaguar Land Rover's new chief executive next month, made a proposal before taking office, hoping to turn Jaguar into a pure electric brand, with pure electric cars as its main research and development direction, in order to compete with brands such as Tesla and Polaris. According to the plan, the first model is to develop an entry-level pure electric model that can directly match the Model 3, and the all-electric model is also likely to be used as a replacement for Jaguar XE.

Perhaps according to the current development of Jaguar, this plan is only in the current transitional stage of its brand, with the introduction of more new pure electric models to gradually replace fuel models, thus making the Jaguar brand a pure electric brand.

However, it is true that the Jaguar brand is already moving towards electrification, in addition to introducing an all-electric model to replace the Jaguar XE, after Jaguar confirmed that the XJ flagship sedan was about to be all-electric and would be launched in 2021. Jaguar's first all-electric I-Pace model is seen by the company as doing well in 2018 and 2019.

In addition, Jaguar Land Rover's Bromwich Castle factory will also serve as a production base for Jaguar electric models, where the flagship SUV J-PACE will be produced, while Land Rover will launch an electric product called Road Rover.

With such a plan, it is not difficult to see that Land Rover Jaguar hopes to restore market competitiveness through rapid transformation. Jaguar Land Rover's chief executive has previously planned to kill or sell the Jaguar brand, focusing only on the Land Rover brand, or even closing the factory at Castle Bromwich and moving production overseas.

After all, Jaguar's models are very mediocre, such as the Jaguar XE, whose sales improved last year but failed to satisfy Jaguar Land Rover, with cumulative sales of just 780 vehicles in the second quarter of this year, down 31% from a year earlier. The Jaguar XJ has stopped production 51 years after its launch, and plans to return to the market as the 2021 new model next year.

Although the pure electric model I-Pace does well in Jaguar's view, it only sells well in Europe, but it is in a difficult situation in North America and Asia, and the 50% discount in the Chinese market is unable to increase sales. This shows whether the Jaguar brand is in a difficult situation, and its transformation may become one of the important plans to revive the brand.

The impact of the severe epidemic in the first half of this year has also had a great impact on Jaguar Land Rover, and losses are perfectly normal. According to the brand's latest financial report, Jaguar Land Rover sold 74067 units worldwide in the current financial quarter, down 42.24% from a year earlier, while the UK became the most "difficult" region for Land Rover, with sales falling 69.5% in the first half compared with the same period a year earlier. Accumulated operating income of 2.9 billion pounds, profit and loss before interest and tax of 413 million pounds (about 3.76 billion yuan).

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