Jaguar Land Rover wants to make electric cars in Brazil – 04/28/2023 – Eduardo Sodré

JLR —the new signature of Jaguar Land Rover— is undergoing a restructuring process that will arrive in Brazil. The automaker, which turns 75 in 2023, plans to produce electric cars at the plant in Itatiaia (RJ).

In addition to serving the domestic market, the idea is to transform the Brazilian unit into an export hub for the United States.

According to João Oliveira, president of JLR in Brazil, the branch is included in the Reimagine plan. The initiative foresees an investment of 15 billion euros (R$ 82.8 billion) over the next five years, with a focus on electrification.

Oliveira, who is also president of Abeifa (an association that brings together vehicle importers), says that, in March, the topic was addressed in a meeting with Geraldo Alckmin (PSB), Vice President of the Republic and Minister of Development, Industry and Commerce.

Inaugurated in 2016, the Itatiaia production line is one of the company’s most modern in the world, but has never exceeded 10% of its capacity. If it operated in three shifts, it would be possible to assemble 50,000 vehicles a year.

If converted to produce electric vehicles, the Brazilian factory will follow the path of the Halewood plant in Merseyside (United Kingdom). The first models of the company’s new generation of zero-emission cars will leave in 2025.

“This investment allows us to deliver our modern luxury electric future, developing new skills and reaffirming our commitment to net zero carbon emissions by 2039,” said Adrian Mardell, global CEO of JLR, in a statement released a week ago.

The executive’s optimistic tone contrasts with the difficulties faced by the British automaker in recent years. Recurring mechanical problems associated with the high cost of maintenance tarnished the image of its SUVs.

The hardest hit was Jaguar. According to the Brazilian edition of the Motor1 website, global sales in 2022 totaled just 61,700 units. The result represents a drop of 66% compared to 2018, the year in which the best result in the history of the brand was recorded.

Financial health, however, is guaranteed by Tata Motors Limited. JLR is a wholly owned subsidiary of the Indian group, which closed 2022 in the black after two years of losses caused by the effects of the Covid-19 pandemic.

The restructuring of the company foresees the implementation of the concept known as “house of brands”. In this way, what used to be limited to the name of the cars now identifies its own line of products.

Defender and Range Rover will have their own style and logos, while Land Rover will cease to exist.

Jaguar will continue as the company’s luxury reference, but with 100% electric cars. The next launch will be a sports-style model with autonomy to run 700 km with a full battery charge, according to the manufacturer. The price is estimated at 100,000 euros (R$ 552,000).

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