Why The Jaguar I-Pace Is Not A Tesla-Killer

2019 Jaguar I-Pace

OCT 7 2018 BY BRADLEY BERMAN 62

Lend me your ears: Jaguar’s first EV did not come to bury Tesla, but to praise it.

The 2019 Jaguar I-Pace is the first long-range, luxury electric car that might rightfully be compared to a Tesla. And yet, it doesn’t make sense for anybody to refer to it a “Tesla Killer.” The first reason to avoid applying the overused term to the I-Pace is that Jaguar doesn’t see it that way.

“Tesla killer? That’s not our mindset,” said Stuart Schorr, vice-president of communications for Jaguar Land Rover, when we talked during the media drive of the I-Pace in Portugal in June. Schorr said that he’s been in a thousand Jaguar communication meetings about the I-Pace and hasn’t heard the term once. “We never talked about being Tesla Killers. Our assumption is that day by day a few more luxury shoppers will be interested in having an EV in their garage.”

Schorr acknowledged that some customers who buy an electric vehicle will only want a Tesla.  But he said that others—even some of the first early EV adopters—might want to try something different and could see an attractive alternative in Jaguar’s design and reputation. “That works. We’ll engage them,” he said. The point is not to kill anything but to contribute to the electric car movement. And Jaguar is on board.

Schorr’s words echoed the praise bestowed upon Tesla by Dr. Wolfgang Ziebart, Jaguar’s technical design director. “Tesla can claim a lot of credit for showing the industry that penetration of electric cars is much faster and higher at the upper end of the car market,” said Dr. Ziebart, when we spoke last week in Redwood City, Calif. (Also see why he believes that EV batteries will get smaller over time.)

Dr. Ziebart suggested that vehicles like the Tesla Model S, and the emerging luxury EVs from German automakers, have an appeal that goes beyond zero emissions and sustainability. “It’s about sheer fun, as well as benefits like long service intervals and not having to go to the gas station,” he said.

Dr. Z could not contain his enthusiasm for EVs. “When you drive an electric car, you get addicted to it. It’s so much smoother and more comfortable. You have endless power. It is just more fun.” He said that he finds it difficult these days to go back to driving an internal combustion vehicle, which he considers “a step backward.”

Before joining Jaguar Land Rover, Dr. Ziebart served as chief executive officer at Infineon, which supplies chips to control batteries in the Tesla Model 3. He was also at BMW when it developed the small E1 electric concept car that offered 124 miles of range all the way back in 1991. The BMW E1 was a city runabout that struggled to reach 75 miles per hour.

BMW E1

“EVs were once seen mostly as city cars, with low performance mainly for stop-and-go driving,” said Dr. Ziebart. Innovation from Tesla and others made it clear that EVs are not just eco-friendly city cars, but kick-ass, high-performance luxury automobiles. “It’s much easier to control the torque of an electric motor than the torque of a combustion engine,” said Dr. Z. “It takes something like 50 milliseconds from the time the accelerator moves to when the torque is applied,” he said.

In another sign that Jaguar was not trying to take on Tesla, Dr. Ziebart and his colleagues tuned the I-Pace for smoothness rather than ludicrous levels of acceleration. “We started with a certain fixed curve of accelerator-pedal actuation versus torque,” he said. “With the I-Pace, we softened the accelerator action a little bit. We could have made the acceleration even sharper, but we realized that it was too unusual for most drivers.” Even in its current gentler form, the 400-horsepower I-Pace zips from zero to 60 miles per hour in 4.5 seconds. Dr. Ziebart said that Jaguar might speed up the accelerator response in the future when its customers get more used to electric cars.

Regardless, the introduction of each new, high-end EV is not about competing against Tesla as much as it’s about adding to the overall movement toward electrification. Dr. Z said, “The transition to EVs will happen faster than we thought.”

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62 Comments on "Why The Jaguar I-Pace Is Not A Tesla-Killer"

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William

Dr. Z and his colleagues have found the cure, for keeping the Jaguar I-Pace from becoming a “Tesla-Killer”.

Dr. Z – “It’s about sheer fun”

“The 400-horsepower I-Pace zips from zero to 60 miles per hour in 4.5 seconds.”

And in Jaguars case,
it’s often called “less is more”!

REXisKing

The Jaguar I-Pace is a full 2 seconds quicker than the standard E-Pace or the F-Pace.
You have to get into the more expensive F-Pace Sport is 5.1 to 60.

But, note F-Pace SVR with a 5 Liter 550 HP Supercharged V8 gets to 60 in 4.1 seconds.

So, not only are they not competing with Tesla on speed, they’re reserving their fastest Pace to the F-Pace SVR, with a massive, loud, polluting engine.

I wonder if in the real world the I-Pace will still spank it off the line, and only at 70+ mph will the F-Pace SVR catch up.

A REAL Jag buyer would of course pick the I-Pace because the electric engine is VASTLY More Refined with Instant Speed, Power, Smoothness and no noise vs. the F-Pace.
And looking at the complexity of the gas engine solution and it’s inherent high BURN Rate, along with fire risk with 20 gallons of explosive gas stored, the I-Pace is the clear winner.
( Not to mention Jag repair costs. )

But, it’s priced as the clear winner too.

There may well be an I-Pace SVR in the works too. Just something to keep in mind.

CDspeed

There is no such thing, it was a term coined by the automotive media. No one car, or car company will ever directly kill off a competing car company. The only thing that could be a Tesla killer would be bankruptcy, and that doesn’t look likely.

Dav8or

Imagine if bankruptcy did happen. People would be making movies again about who killed the electric car… again.

Another Euro point of view

Please no.

Milfan

Last month Chinese bought 93,000 plugin vehicles despite cut in subsidies. Electric cars are not going to die.
Already oil prices are at $85 / barrel despite US producing record amount of oil.

Another Euro point of view

There is a rumor going on the net today about Tesla being now inundated by debt restructuring offers from banks. If that is true (low probability) then it could be an interesting week coming ahead.

REXisKing

The latest charge of Tesla’s growth making the S curve Rocket Launch climb, is convincing evidence that Tesla now Owns the Market. With multiple offers Tesla can pick the best.

Another Euro point of view

Indeed this or the opposite (banks counting on the possibility that Tesla could not repay its soon coming due debt and offering “help” in the form of an organized chapter 11 scenario). Anyway the only thing 100% sure is coming weeks entertainment value.

Pushmi-Pullyu

Increasingly desperate Tesla shorters can be counted on to generate more and more ridiculous conspiracy theories and rumors as their window closes to short Tesla on the theory that it’s about to collapse financially. After the end of next quarter, when Tesla will be showing a comfortable (or perhaps even substantial) net profit margin, there should be considerably less shorting “activity”… or interest in it.

Long-term Tesla shorters have been inventing endless excuses for their constant drumbeat that Tesla is about to collapse financially. I’m sure it will be hard for a lot of them to give that up. In fact, we can be pretty confident that the more deluded of the Tesla H8ter Cult won’t realize that their time has passed.

REXisKing

The shorts are hysterical now that Tesla is going to cross the line into profitability. There’s going to be a lot of heart attacks when they find out Seeking Alpha has been lying to them for years.

Note, the biggest short news sites did not report the Tesla Model 3 production numbers or the Model 3 winning 5 start safety in all categories and sub-categories. If they don’t know they’re being lied to, there’s going to be bankruptcies but it won’t be Tesla.

EDIT: Lastly did they already forget that Tesla had investment interest from the Saudi’s and VW? If Tesla needed money they can get it. VW especially knows it needs a large stable battery supply, and Tesla could increase production and supply it. Shorts don’t connect the financial dots when it’s not convenient.

theflew

The shorts are doing well lately. If Musk would just stay off Twitter and run the company the short problem would take care of itself. Instead Tesla’s production numbers for 3Q did nothing to help the stock due to bad news surrounding Musk.

mevp

One irony is that tech companies sometimes have lower market caps once profitable. “the sky is no longer the limit”. So the question may be whether Tesla behaves more as a tech company, or more of a car company.

I personally don’t care, I don’t invest in Tesla, I just want to see EV’s from any company take over the market. I hope they’re profitable, and thus stable, regardless of what the stock price does.

pjwood1

I read it on Seeking Alpha. Must be true.

William

TRUE, like…

…Tesla Really Undoes EVerything!

DS

I mean…Delorean killed off the Delorean

antrik

I have a vague recollection that at least one car maker actually used the term “Tesla killer” in some of their PR… Don’t remember the details, though — and it’s certainly not the norm.

Warren

Why The Jaguar I-Pace Is Not A Tesla-Killer…because there is no CCS DC charging network over most of the US.

William

Yet…

REXisKing

Yes, the BMW REX engine solution is still King for everyone else but Tesla.

deine Mutter

If that were indeed the only thing stopping the iPace from killing Tesla, Tesla would be walking dead.

earl colby pottinger

How? When there is only a production of 19,000-30,000 cars next year?

eject

Please read my statement again.

Philip

Indeed, I thought the deceitful Jaguar/Tesla comparison was a huge mistake by Jaguar. Apart from that one faut pas though, Jaguar seems to be handling their promotion much more sensibly. They haven’t messed around with countless vapour “visions” like most of the major manufacturers – they’ve introduced a pretty competent EV as a genuine part of their Jaguar range and they actually seem to be positive about the the whole EV concept.

Andy

The good thing is we have around 9 months before people can stop claiming this. I’m sure you guys will come up with another excuse. Humans are human afterall.

Nono13

I didn’t know Tesla only sell cars in the US.

And stop with this BS argument. CCS DC is coming to US. It’s legally required in the VW settlement. BTW it’s the same type of argument ICE lobbyists had against Tesla still a couple years ago.

Bruce

Didn’t they race against a MX and claim they were faster the other day? I’m sure they started out trying to be a Tesla killer but realised they didn’t have chops, so now its like “we want to have less performance… It’s our brand”.

Nono13

And what about the prices ? Some, maybe a lot, would agree to lesser specs at a lesser price. Moreover when the lesser specs are far better than what most had with their ICE.

Benjamin

It is faster than a Model X 100D but not the P100D.

mevp

Only a few percentage (low single digits) of buyers of any one model care about top level performance. How often do you think a luxury SUV buyer actually puts the pedal to the metal? Most of them – never.

It probably matters to more buyers of the luxury sedan like the S, but even then only to a slightly larger single digit fraction of buyers.

antrik

That’s just not true. A *lot* of buyers pay a lot of money for higher performance options — both for combustion cars and for Teslas. (Yes, even the Model X sees a lot of P100D and P100DL sales…)

Jan

A Killer is only able to kill when he is available for killing. At the current production rate, the car could be 10x better than a Tesla and could still not be a Tesla killer. But maybe….the S curve…

REXisKing

Somethings the shorts never add to their “analysis”, meager production rates.

Nono13

I agree about the meager production rates. But is the sum of them (I-Pace, E-tron, EQC, Kona, Niro + better, more autonomous PHEV) can still be qualified as meager ?

I mean Tesla will not die but they will still lose a few potential clients.

Robert Weekley

More of what happens, is the competitors sell their EV’s, to folks who would have bought their own brand of ICE’s, loses a sale of an ICE Vehicle, either way, but the Mfr. might keep a loyal customer, and Tesla still wins in their goal of acceleratingg the move to EV’s, or “Sustainable Transportation!”

antrik

Tesla, as well as the BEV market in general, struggles to ramp up production to meet existing demand… In view of that, a bunch of competitors that together will produce less than Tesla alone, are not likely to dent Tesla’s sales *at all*!

MoMac

Straw man argument article.

Jaguar never said the I-Pace was a “Tesla Killer” to begin with.

REXisKing

They put it head-to-head with a Tesla X 75 D.
This was literally the first thing they did.

MoMac

So what?
Having a drag race isn’t calling it a “Tesla Killer.”

They probably did the race because most would likely assume the Tesla is quicker 0-60 mph due to all the hype.

mevp

You always benchmark your competitors and try to compete against them. That doesn’t mean you think you’ll put them out of business. Take the big dogs of U.S. sales: Ford vs Chevy trucks. Always competing, never killing.

antrik

There is no straw man. The article doesn’t even suggest Jaguar ever called it a Tesla Killer…

Benz

First question is how many Jaguar I-Pace cars will be produced/sold/delivered in 2018?

Pushmi-Pullyu

Or 2019, 2020, or 2021?

Not enough for any reasonable person to claim it’s going to be a Tesla “killer”, that’s for sure! But that’s on journalists, not on Jaguar.

Pushmi-Pullyu

Perhaps Jaguar execs never tried to portray the I-Pace as a “Tesla killer”; that seems to be a label that journalists rush to paste on every new EV that comes along, no matter how ridiculous the comparison.

On the other hand, Jaguar has spent lots of money on advertising and publicity events portraying the I-Pace in direct competition with the Tesla Model X, even staging fixed drag “races” where an I-Pace “beat” a Model X.

So altho the actual words “Tesla killer” may not have come from Jaguar, the attitude certainly did!

Nix

Every EV coming to market doesn’t have to be a “killer”. They just have to find people who like them where their range will work for those individuals.

There are a thousand different combination of different ICE vehicle makes, models, trims, etc. There is no single ICE “killer” that beats all other ICE vehicles making it the single vehicle for everyone.

Variety is the spice of life.

Jon Aarbakke

Exactly. But what you said would make a very boring headline. Many people buy the car the nearest dealer has to offer. Jaguar will sell to their own customer base, and so will Audi. The Tesla-luvvies can moan all they want, but if you like Audi, then you like Audi, and so on. Have Tesla made an amazing contribution? Certainly. But a few years hence, they will be just one of many manufacturers ( I am writing from Norway, where there are both Tesla superchargers and chargers for ChaDEMO etc)

antrik

Few people remain loyal to a brand for their entire life… Sure, most people do have some amount of irrational bias towards certain brands — but when the see others getting better opinions again and again, sooner or later they reconsider their loyalties. Longer term, other makers will have to create EVs that are not just decent, but can actually match Tesla, if they don’t want to see their market shares erode.

(Though for now, in a supply-constrained market, arguably the willingness to quickly ramp production of any decent BEV is actually more decisive than technical superiority…)

Kan

Blah, blah, blah, in the end the ugly truth remains that there is NO nationwide Combo or ChaDEMo Level 3 charging network, so the Jags and Porsches will have to do as weekend status rides for the handful of owners. Meanwhile Tesla is deploying Superchargers even in small Appalachian towns.

Andy

Electrify America (and the various other networks)… by the end of next year there will probably be more 100+kWh CSS stations than Tesla superchargers, just in time for the long range vehicles from other manufacturers.

Tech01x

Why guess? VW has laid out their plans as mandated for being massive frauds. They are about to build the 2015 Tesla Supercharger network and they are already late. A good first phase. But no… it won’t match the plugs per location or total number of plugs. Plus, it will be inundated by slow L2 charging vehicles like the 17-19′ Bolt, the Kona, i3, and so forth. They need to be roughly 5-6x the size of Tesla’s Supercharger network to be comparable in user experience.

antrik

Stop paddling that nonsense, please. When EA finishes their Cycle 1 build-out (maybe by end of next year?), it will still be behind Tesla’s current network — which is meanwhile quickly expanding. And Cycle 2 build-out won’t start any time soon. (They are just now getting high-level plans approved…)

So yes, EA should have a somewhat decent ultra-fast CCS network by end of next year. But no, it will not surpass Tesla’s network any time soon.

(Or likely ever, for that matter… Since EA’s mandatory spending is linear rather than exponential, if anything they will be increasingly falling behind.)

Independent operators won’t be building many ultra-fast CCS stations either, as long as the number of cars able to use them are a fraction of Tesla’s. Unless other car makers start seriously investing in charging networks, they will remain behind Tesla for years to come.

Nono13

Same old ICE lobbyist argument still used against Tesla a couple years ago.

mevp

Here, fixed it for you:

Blah, blah, blah, at the moment the ugly truth remains that there is NO nationwide Combo or ChaDEMo Level 3 charging network

Prsnep

I’m a little tired of the “Tesla Killer” talk. No one is killing Tesla or claiming to or even attempting to.

The I-Pace won’t kill Tesla, but my bet is that Jaguar will sell all the vehicles it’ll make, and they seem to be serious about selling EVs.

ffbj

I think they are serious about making them. Making them in numbers, well that’s a different matter all together.
If it’s like the Bolt, where they just dribble them out, it’s hard to claim that they are all in with electric vehicles.
Actions speak louder than words.

Milfan

Here are the qualifications of a Tesla Killer.
1. Priced too high.
2. Range too less.
3. Production and sales so less.

The best Tesla Killer ever produced was Cadillac ELR which had $75,000 price tag with 35 mile range and sold only 3,000 units and then jumped into the ocean.

Milfan

I am sorry if I hurt the feelings of 6 Cadillac ELR owners. Please keep your car as it could become collectors car in the future since only 3,000 units were sold and only in 2 countries: USA & Canada.
And please plugin every day.

Rolando

There is now the Nextmove comparison video posted on youtube since Yesterday X75D vs I-Pace :
https://www.youtube.com/watch?v=WT5VmC-Ze3w
Together driving on the Autobahn, so same traffic, same speed. same weather etc…
consumption at max 110kph (average 93kph) : X75D = 17.5 KWh vs I-Pace = 22 KWh per 100km; also the I-Pace consumption was measured at 130 kph (80mph) = 30 KWh per 100km (48 KWh per 100 mi) on the return trip.

Comments on the video (usually in German) = rather dissatisfying this electron guzzling of the I-Pace.

Tassil A. Altaiz

Jaguar I-Pace TV ad with Eva Green:

https://youtu.be/pY9ZbmCPeek

ffbj

I like the Julius Caesar reference.

BillT

I think the I-Pace is a great option for people who prefer a more traditional interior than Tesla offers and doesn’t need to do highway road trips or has a 2nd car for that. I am happy to see more choices. I personally love Tesla’s interiors but I can see how many would prefer something else.