New Jaguar I-Pace Video Brilliantly Addresses False Concerns


Jaguar continues to push advertising, but it’s really about educating and promoting electric vehicles.

With all of these new EVs from OEMs start to come to the forefront, one of the biggest complaints from electric car enthusiasts is that they are behind and don’t have intentions to produce the vehicles in large numbers, at least at first. As we’ve said before, more entrants in the segment – small or large, expensive or cheap, in quantity or tiny batches – are still contributing to progress and eventual adoption. Everyone has to start somewhere, and it seems Jaguar is on the right path.

What’s even more encouraging to us is that some of these automakers have started to put out ads and educational materials. In fact, we recently shared with you an entire series of “how-to” ads from Jaguar, in addition to other commercials for its I-Pace. People comment and ask why Jaguar or Hyundai would be making ads for a car that they don’t plan to sell in quantity. While they may not be sold in huge quantity at first, the plan is for entire lineup to shift to electric eventually.

Buyers need to be educated, the strengths of EVs need to be pushed, and the myths and false concerns need to be proven wrong. If not, these OEMs may as well not build an onslaught of electric vehicles that very few people are ever going to buy. The process is going to take a while, but hopefully, other automakers follow suit.

Video Description via Jaguar on YouTube:

Jaguar I-PACE | The Race to Innovate

With sensational sports car performance, 480km range and a 0-80% charge time in 90 minutes, the Jaguar I-PACE is changing the face of EVs forever. Join Amanda Stretton from the Punta Del Este E-Prix in Uruguay as she reveals how our all-electric performance SUV is revolutionising the world of sustainable transport.


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34 Comments on "New Jaguar I-Pace Video Brilliantly Addresses False Concerns"

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Are those people in the advert really the prime potential customers for the I-Pace? Perhaps I am wrong but I would think those people would ask: a) how can I afford to buy one? b) where can I charge it if I live in a rental apartment?

Nice! Good looking rig, looks very spacious, and very attractive range. I love seeing new offerings like the i-Pace, it’s an exciting time for EV’s. It will be nice to see other Tesla equivalents in the future, everyone loves choices.

Again you have to hand it to Jaguar for seizing the opportunity to jump ahead of its German competition, and going all in. No sub-brands, no “electric cars aren’t ready for prime time” talk, or numerous concepts.

Yeah that tired Refrain from VW, Diamler, and even Toyota is getting rather silly at this point. Of course the Germans lately are spending much time trying to keep out of Jail since they’re still fibbing about their CURRENT offerings – it even causing dissent among some board members.

And while Toyota and other Asian brands may soon have “SOME” Hydrogen infrastructure in their home markets and China – it is easily not as profitable an adventure as they thought it was 10 years ago.

Agreed that JAG is to be commended for taking a chance here and going off on a GOOD ev path – even if the car had to be designed by JLR and manufactured by Austrians – a fact that SHOULD be noted by their Sister country. If the Austrians can produce an impressive car, what say you VW and Diamler? The ETRON (from VW Group) , and the EQC from Diamler are competing with not only Tesla, but also with this fine Austrian product.

Jag went with production by Magna-Steyr because their own plants are limited, and initially this will not be a large-volume car. There’s nothing unique in this — Magna-Steyr has building all versions of the Mercedes G-Wagon for decades, as well as the I-Pace’s sister ICE car, E-pace, and other BMW & Mercedes models. They also have plenty of experience in car design.

I agree Steven. The more EVs the better, please no more Reverse FUD and FUD from certain fan boys

I remain concerned about the fake engine noise. I would greatly appreciate knowing if that can simply be disabled.

Of course it can. See the Fully Charged episode on the iPace.

It can be turned on actually, that meaning you will only hear it if you “wanted”.

Have they figured out how to actually manufacture them yet?

They are proceeding along the lines of “Softly, Softly, Catchee Monkey.”

While this looks to be a very nice car, the 90 minutes for 0-80% charge is an own goal. Once the fast charging is fixed (and this appears to be a curious but deliberate Jaguar decision to downsize the charging speed in initial production), it deserves to do well. Sure, it still wouldn’t have Tesla’s Supercharger network, but one has to assume a proliferation of other fast chargers over time, available to a growing number of BEVs from all manufacturers, otherwise an EV future will never really take off. Without faster charging speeds, this is more like a really deluxe Bolt, i.e., mostly a city car that you’ll plug in at home, and rarely take road trips with.

I hadn’t heard about the fast charging problem. Sounds like they ran into a problem. Does that explain the delayed shipments?

It’s advertised as 45 minutes for 0 to 80% charge. This is coherent with the 100 kW of charge and the battery size.Where do you get your 90 minutes ?

I think that eventually EV on the road charging will need to be more like gasoline buying for mainstream adoption to take place. There are no vehicle brand specific gasoline stations. Gasoline stations clearly display their prices in understandable units ($/gal.).

Charging probably can’t be quite that simple because electricity costs to the charging company will likely vary during the course of the day (higher at peak), week, (lower on weekends and holidays) and year, and because of different vehicle charging rates and taper near full. Pricing in $/kWh should be understandable since the battery is measured in kWh. Additional charges for time connected might work for the seller though it would be confusing for many users.

Many more thoughts on this, but the basic message is that charging infrastructure needs to be (mostly at least) universal and priced clearly.

Certainly charging standards and infrastructure need to be universal, and widespread. I’m not so sure about the need to advertise prices so you can see the signs from blocks away. That phenomenon arose because pump prices for gasoline are so very competitive. Think about it: You don’t generally see stores advertising their prices on huge signs which can be seen blocks away, now do you?

Perhaps EV fast-charge stations will never become so fiercely competitive that they need to advertise that way. Or perhaps they will. (My crystal ball for prognostication seems to be on the fritz at the moment. 😉 )

Ad says 45 minutes, not 90.

If one had asked me 5 years ago who would be next to market after Tesla with an EV that outdoes comparably priced ICE offers Jaguar would not have been the company I would have picked. Kudos to Jaguar for pulling this off and I hope they sell well enough to be battery supply constrained.

It’s easier to make a competitive EV in the $60k+ price range than it is in the ~$25k price point. So it should be no surprise that it is a premium car maker. Still, kudos to Jaguar.

Yes, but most of the other companies design weird-mobiles even then, I don’t understand why.

Like Tesla and the weirdmobile Model X.

It’s certainly no surprise to see it be a premium auto maker, but I expected Porsche to enter the market well before Jaguar, and I expected BMW to offer a BEV with more market appeal than the i3.

Kudos to Jaguar!

Actually several years ago on another stock blog, Jaguar is exactly the company I picked for one of the potential early entries into the BEV club. Why? Because Jaguar was slowly losing market share with their ICE offerings and becoming irrelevant. They have reasonably good technology, the “luxury” label so their customers can afford it, but due to lack of volume and niche status, they were starting to fall off the map. The I-pace is somewhat of a “hail Mary” for them to move back to their high performance image and regain some market share against their competitors with an early entry. Whether or not it succeeds is unknown but the offering looks pretty good. Their next challenge is the recharging network which will take a couple of years for buildout. Fortunately it looks like it will happen faster in Europe than the US where they have a larger market.

Audi and Porsche were next due to their high-tech and performance reps that they don’t want to cede to Tesla in Europe and the US.

Ford and Fiat/Chrysler seem to be vying for dead last place in the BEV space.

I thought Jaguar sales grew rapidly the past few years? Faster than Tesla, in fact, until Model 3 finally ramped.

Congratulations on your perception re Jaguar to be the first with what I’d call a second-tier entry in the BEV field.

What impresses me the most about Jaguar is their willingness to actually spend money advertising the I-Pace. That’s something we haven’t seen from makers of (what I’d call) third-tier BEVs, such as the Bolt EV and the i3. To be fair, GM did try to advertise the Volt when it was new, but that apparently didn’t increase demand much.

BEV: Toyota? Where are they?

As long as the car is good (and the iPace is) then “the more, the merrier” since Tesla can’t produce all the EVs needed for the planet.

I agree. Jag should do more of this type of advertisement where it extols the virtues of EVs over its ICE competition rather than what it did during its reveal which was to market it as a better EV than another EV in a different size class by drag racing them side by side.

I understand why they thought they needed to do that in order to get as much attention upon the reveal as possible but they need to now shift their focus on waging war to win over all those ICE customers who don’t own that other EV. There are plenty of those to go around for all EV makers.

Great ad!

Wait! Backup! I-Type?!?!!?

Oh. That’s their formula-e race car.

Hummm, I wouldn’t think this car would need this much advertising – unless to keep the purchase price up. I wish they would tell more about the reliability and serviceability of the car for the long term. Jag has not been super reliable in the past, and I’m sure the question is ‘on point’ for many purchasers. Electric cars have been available for long enough now, that besides mentioning the benefits of EV’s they could work into the advertisement why their car is particularly good.

The only statement I saw in this particular one was ‘the space of a 4 x 4’.

I agree that those were false, or at least somewhat exaggerated concerns.

Here two real ones that Magna & Tata didn’t address in this video, namely: (1) It was supposed to be available in August, and (2) From the point of view of mass adoption of EV’s on the US market, what’s the expected role/impact of a $70K-$85K car?

It’s great these ads address false concerns. Yet some of these are not false nor petty concerns at all. These cars are expensive and charging opportunities still limit your freedom and options. Special planning is required and that charging station can be blocked, out of order or in use. For some apartment and condo buyers, a home charging EVSE is out of the question. Tesla is the car I see on my right and on my left. The new push to build lots of them is succeeding. To the point where in Seattle, they will overtake the LEAF soon in visibility. My M3 will be here to pick up shortly. The gas OEMs can educate all they wish. GM put out ads from 2011 to 2015 trying to explain Volt but those ads fell on deaf ears. What resonates eith people is seeing charging stations pop up in your neighborhood. That ride in your neighbor’s new EV. Its the EVangelists of us and social media. Riding my electric bike yesterday and a red Dual Motor M3 pulls up. Just like my M3 I expect delivered this week. He showed his neighbor, she was so impressed she ordered hers and received… Read more »