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The British Department of Export and Finance announced on January 31 that Jaguar Land Rover would receive a loan of 500m pounds ($670 million) for the production of electric cars, the Financial Associated Press reported. The Department of Export and Finance said the five-year loan would help promote the development and export of Jaguar Land Rover's battery-powered cars as part of the UK's export development guarantee scheme.

According to previous plans, the Jaguar brand plans to stop production of diesel locomotives by 2025 to become an electric car brand, and by 2030, all its new cars will be pure electric vehicles, which means that the fuel models of the Jaguar brand will be phased out and replaced by electric models, while the Land Rover brand will launch its first all-electric model in 2024 and six electric models in the next five years. Models include SUV and cars, and the first all-electric Land Rover will be unveiled in 2024. By 2030, all models of the brand will have at least one electric version, and 60 per cent of all new cars sold will be "zero emission" models.

Jaguar, the UK's largest carmaker, said in June 2021 that it would transform itself into an ultra-luxury brand in the future, and it is understood that the new Jaguar family will launch three new models, expected to be two crossover cars and a two-door sports car. In terms of price, the new products will sell for more than 100000 pounds (about 900000 yuan) to compete with brands such as Bentley.

But looking back at Jaguar Land Rover's market performance over the past few years, its sales and performance are worrying. According to Jaguar Land Rover's 2018 financial results, the company's performance was mainly affected by factors such as falling demand for diesel vehicles, Brexit and falling overseas demand. Jaguar Land Rover's annual sales were 24.2 billion pounds, down 6 percent from the same period last year. Full-year pre-tax profit was 358 million pounds and a net loss of 3.6 billion pounds. In terms of sales, Jaguar Land Rover sold 592700 new cars worldwide in 2018, down 4.6 per cent from a year earlier. Among them, the cumulative sales of less than 115000 vehicles in the Chinese market, but sales in China fell sharply by 21.6%. Jaguar Land Rover's performance was hit by the epidemic in the fiscal year 2019 until the end of March 2020. According to Jaguar Land Rover's financial results for fiscal year 2019, Jaguar Land Rover maintained a capital reserve of 5.6 billion pounds, but realized sales of 23 billion pounds, down 5% from a year earlier, a full-year pre-tax loss of 422 million pounds, and global sales of 558000 units, down 5.9% from a year earlier. Full-year sales in China fell 13.5 per cent. In the past year, according to the latest data, Jaguar Land Rover earned 4.7 billion pounds in the third quarter of fiscal year 2021 (October to December 2021), up 22% from the previous year. Jaguar Land Rover sold 420856 vehicles in 2021, of which the Chinese market sold 103888 vehicles, up 9% from the same period last year.

At present, Jaguar has two models on sale, including Jaguar XEL and Jaguar XFL, with cumulative sales of 12100 and 7249 respectively in 2021. SUV has no data on F-PACE sales, while E-PACE has only 695 vehicles in the first quarter of 2021.

At present, Jaguar's sense of presence in the domestic market is not particularly high. With the gradual promotion of new energy vehicles, electrification will become the development trend of the automobile industry in the future. in this regard, Jaguar announced a complete transformation and will become an electric vehicle brand from 2025. In addition to the Jaguar Land Rover layout electric vehicle field mentioned above, in fact, traditional luxury brands such as Aston Martin Rapid E and Maserati Alfieri have also switched to the new energy market in recent years, of course, Volkswagen, Toyota, BMW, Mercedes-Benz and many other car companies are also laying out the development of new energy vehicles at a faster speed. At present, Jaguar Land Rover's products on sale worldwide include 8 plug-in hybrid models, 11 models with light hybrid technology and a pure electric SUV. Referring to the outlook for the future, Jaguar Land Rover also said earlier that it expects brand sales to increase gradually with the support of new and newer cars with the latest technology, but for Land Rover, which focuses on SUV, it is still uncertain whether the slow electric transformation of Land Rover will bring new breakthroughs to its sales after the introduction of pure electric SUV.

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