Jaguar CEO: “Customers Are Not Impressed With [Battery Technology] Currently”


 Jaguar XJ_e Extended-Range Electric Concept

Jaguar XJ_e Extended-Range Electric Concept

Jaguar XJ PHEV

Jaguar XJ PHEV

Jaguar Land Rover CEO Ralf Speth spoke in regards to plug-in electric cars at the Automotive News Europe Congress.  His comments are as follows:

“Customers are not impressed with it currently.”

“Battery technology today is still too heavy, too expensive and the [power] density is too low.”

“As we learned at school, there’s this correlation between mass and energy and as long as this is not favorable, even if you recuperate, this is an issue.”

Speth believes that battery technology will progress to a point at which battery-electric cars will satisfy customers, but the technology just isn’t there yet, says Speth.

“The next generation of batteries will be higher density, lower weight and the cost will come down.”

Jaguar-Land Rover have several plug-in electric car projects in the works, so the automaker is clearly following the developments in this charged-up segment.

Source: Automotive News Europe

Categories: Jaguar


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30 Comments on "Jaguar CEO: “Customers Are Not Impressed With [Battery Technology] Currently”"

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“Customers are not impressed with [battery technology] currently.”

Funny that he would say that, given the fact that his company doesn’t even offer their customers the option.

Or the fact that if they would build the Tesla model S, it would be their best selling model. (Just Jaguar not Jaguar/Landrover)

The Model S is indeed precisely what a modern Jag would look like. What the hell is this CEO talking about? I suspect the Model S even outsells Jag in at least one category already.

One category would be total U.S. sales!

2015 YTD: 7836
2014: 15,773
2013: 16,952

2015 YTD: 11,600
2014: 17,300
2013: 17,650

Wow, Jag has lost 50% of sales, but customers don’t want an EV.

At this rate, customers who don’t want an EV will be putting Jag into bankruptcy.

Well put

yeah, he must be speaking of Jag customers only.

I had a Jaguar XF before I bought my Model S. When I had the choice to buy a new one, they where around the same price, the S has a lot more performance (85D compared to XF S AWD), is cheaper to run, has more space, is better refined, looks better and I could go on and on and on. Maybe I would have chosen the Tesla, even if Jaguar had an EV, but saying the customers don’t want electric cars is a lie!

+ 100

I have a Jaguar XKR and a Tesla , I love my Jag coupe but if feels 20th century car, my Tesla is 21st century car, the Jaguar CEO criticism about battery technology is just his frustration of been unable to offer something new, this Jaguar will be my last.

I can understand that excuse for low to mid priced vehicles. But since Jaguar produces luxury cars, there is no reason they can’t have a Tesla Model S competitor at similar cost (or even higher considering the brand’s cachet).

My money is on Andy Palmer and Aston Martin.

Ralf (Van Winkle) Speth needs to wake up. He will find quite a few things have changed while he has been napping.

Funny since Jaguar would kill for Tesla sales. With four models, it sells only a percentage of what Tesla sells with just one model.

But it’s not an unexpected statement. Realistically this is what car company executives say when they don’t have an entry in a hot market niche — they say their customers aren’t interested. What would the alternative be? We screwed up and didn’t see the possibility? Not happening.

No mea culpa from Toyota in the future?

In reading this article, I am reminded of the Max Planck observation: “A new scientific truth does not triumph by convincing its opponents and making them see the light, but rather because its opponents eventually die, and a new generation grows up that is familiar with it.”

And in terms of EVs, this most definitely does not apply solely to car company execs. As I’ve said endlessly in recent years, the biggest single hurdle to much broader EV adoption in the US is not the cost of cars or the availability of public chargers, it’s consumer psychology. Until far more people realize that EVs are excellent vehicles and represent a terrific value proposition, even with the current AERs, they won’t buy them. People make decisions based on their perceptions, not reality, and in the case of EVs, the mainstream perception lags the owner experience associated with the actual products.

I agree with you that consumer psychology is a huge issue here. Now, I think larger batteries / more miles per charge, reduced cost, and more robust charging infrastructure will certainly help with that psychology; but there is a general “battery powered cars aren’t ready for prime time yet” vibe among a lot of folks.

I am a good example. I never would have considered one were it not for a friend of mine telling me about the (now expired) tax rebate in Georgia. After running the numbers and doing some research, I figured it was worth a little risk to be able to drive a car nearly free for 3 years, so I leased a Leaf. Having driven one for 6 months now, I am so totally impressed with the car and I am totally bought in to EVs. And now I am spreading the word about how great they are to everyone in my social circle and anyone who will listen.

Remember, their customers are Jaguar dealers not consumers and dealers as we know have no concept of what an EV is. Even most Nissan dealers in my dealings.


““Battery technology today is still too heavy, too expensive and the [power] density is too low.””

They must be waiting for EESTOR.

Paging Dick Weir, you’re needed at Jaguar.

“Customers are not impressed with it currently.”

Let me run that through my CEO-to-English translator. It comes out as:

“We have no product to offer in that segment.”

There you go. Basically all CEOs do this. Elon Musk used to do it with AWD, remember? AWD was stupid and pointless, until it was suddenly the greatest thing ever. Steve Jobs used to do it all the time.

The thing is. If the market for all electric cars of $70K+ is presently say: 100k per year worldwide. Real reason Jaguar has not to enter this market might be: we don’t want to compete in 2018 with Tesla, BMW and Audi (and some others) in a 100K cars market, thus maybe only selling 10K all electric cars per year. They want to make profits.

That Jaguar pictured is ugly

its long and not good looking, rear end is especially ugly, does not match the front at all and the rear window is sloppy

and LOL @ that statement

Dinosaurs __LOVE__ using oil in their cars… Why change, right? 😉

Dinosaurs__LOVE__using dinosaurs in their cars…

I don’t know how heavy batteries are I have never carry them in my back pack, all I know is the my Tesla is way faster than my sport aluminum Jaguar XKR

This is correct statement by Jaguar. Today, Jaguar or any non-Tesla car manufacturer, does not have sufficient energy density batteries. Look e.g. BYD e6 or Mercedes SLS Electric Drive. They both have horribly overweighted and low efficiency battery tech.

Why Tesla EV batteries are superior that Tesla decided to engineer active thermal management system to its battery pack to prevent thermal runaway problem of high energy density cells. This required a lot of innovation and product development. Because traditional car companies do not want to invest on the development of electric car technology, they are stuck with low energy density, but safer battery technology.

Perhaps but to my knowledge Tesla isnt in an exclusive arrangement with Panasonic. Jag could approach Panasonic anytime AFAIK.

Even so SK Innovations pouch cells approach Tesla density. Case in point see the Kia Soul EV.

+1. Yep, other manufacturers have very little excuses left at this point. It’s simply a matter of ‘foot-dragging’ and holding on to what we’ve been doing all along simply because it’s easier and cheaper for us. Sorry Toyota, Jaguar, and many others resistant to change…the die has been cast and you’ve missed the boat!