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A few days ago, Jaguar Land Rover (China) Investment Co., Ltd. filed the recall plan with the State Administration of Market Supervision and Administration in accordance with the regulations on the recall of defective Automobile products and the measures for the implementation of the regulations on the recall of defective Automobile products. From now on, it will recall some imported 2019-2020 Jaguar I-PACE pure electric vehicles made from April 11, 2018 to July 17, 2020, a total of 995 vehicles.

It is understood that the power batteries of some vehicles within the scope of the recall may have thermal overload, which in extreme cases will cause power batteries to catch fire and there are hidden dangers to safety. In view of the above product defects, Jaguar Land Rover (China) Investment Co., Ltd. will upgrade the battery energy control module (BECM) software for vehicles within the recall scope free of charge, and replace the power battery module free of charge when the software monitoring shows an early warning, in order to eliminate safety risks.

In addition to Jaguar I-PACE, Jaguar Land Rover (China) will recall some imported 2022-2023 range Rover vehicles produced from November 29, 2021 to November 28, 2022, totaling 6415 vehicles from July 28, 2023. The taillight harness of some vehicles within the scope of the recall may be squeezed and damaged, resulting in taillights not working properly, increasing the risk of collision and safety risks. Jaguar Land Rover (China) Investment Co., Ltd. will inspect the taillight harness for vehicles within the recall area free of charge and replace the taillight if damaged to eliminate safety risks.

The I-PACE, Jaguar's first all-electric car, the SUV, made its debut at the 2018 Geneva Motor Show. Jaguar later introduced the model to the Chinese market at an official price of 63.08-708800 yuan. The comprehensive mileage of the new car positioning luxury pure electric SUV,NEDC is 500km, and the standard model is Tesla Model X.

However, sales of this luxury electric car are dismal. In 2019, I-PACE sold 18000 units worldwide, of which 12000 were sold in Europe, accounting for 67 per cent of total sales. In the domestic market, I-PACE is basically unsold, and monthly sales of this luxury electric car are difficult to reach more than double digits and are sold per month for many months in a row.

As a rival Tesla Model X model, the I-Pace is not at a disadvantage in terms of performance and appearance, but Jaguar's charging network, fast charging technology and battery technology are fatal defects compared with Tesla. Due to low sales, the luxury electric car was directly discounted by 50% after two years on the market, and the end market was more than 300,000 cheaper than the official guidance price.

Jaguar Land Rover, with total global sales of less than 400000, will have three electric vehicle platforms in the future, namely, Jaguar's exclusive pure electric platform JEA, EMA pure electric product exclusive platform architecture, and MLA luxury electrified architecture. Since the launch of the I-PACE, however, Jaguar Land Rover seems to be making slow progress. Judging from the current situation, traditional fuel automobile enterprises, especially those with brands as the core, face great risks in the process of turning to electrification and digitalization, but this is also a helpless move, as is the case for global enterprises.

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