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Salman Sultan, spokesman for Jaguar Land Rover, confirmed that the UAE is one of the most converted countries in the world to electric cars, thanks to a strong infrastructure supporting car companies.
He told Al-Bayan: Starting in 2022, the UAE was ranked eighth in the world in terms of its readiness for electric transformation, with the aim of becoming carbon neutral by 2050. According to United Arab Emirates Vision 2021, the government encouraged the adoption of electric cars throughout the country. It has also converted 20% of government agency cars to electric cars and plans to reach 42,000 electric cars on the road by 2030.
He added: The UAE has one of the largest terminal-to-vehicle freight ratios in the world. In addition, the green charger initiative for electric vehicles was launched in Dubai in 2015 to increase the number of charging stations. Based on this data and the infrastructure growth that will follow, we can say that a full transition to electric vehicles is definitely possible. We are proud to be part of this transformation through our electrification goals.
And about plans for an electric transformation and sustainability company, and in what year will Jaguar Land Rover go fully electric? Land Rover, six different types of cars that our customers already know and love. This includes electric cars from the Range Rover, Discovery and Defender families.
He added: The first fully electric Land Rover will be introduced in 2024. By 2030, Land Rover expects to have 60% of its cars electric. And by 2039, no zero-emission Land Rover will be sold. For Jaguar, the brand will move away from combustion engines to become an all-electric car brand by 2025.
On Jaguar Land Rover’s Reimagined strategy, he said: Based on its name, Jaguar Land Rover’s new global strategy is a radical reimagining of the future of our brands and vehicles. As part of this strategy, Jaguar Land Rover will evolve to become the world’s most flexible manufacturer and innovator of the world’s most sought-after luxury vehicles and services, built on the foundations of modern luxury through design. This strategy has been specially prepared and approved, with the aim of setting a new standard in the areas of environmental, social and societal impact by luxury companies.
He added: Sustainability is at the heart of the New Envision strategy, as Jaguar Land Rover will witness a complete transformation to become the first electric vehicle manufacturer and convert the Jaguar model range and Land Rover”. to become fully electric cars. The first fully electric model will hit the market in 2024. However, the company will not limit its goals to electric cars only.
He continued: We aim to achieve net zero carbon emissions in our supply chain, products and processes by 2039. We are also preparing, as part of our ambition, to move towards the adoption of future fuel cell energy clean, in line with the global growth and crystallization of the image and shape of the hydrogen economy. It is already under development, with prototypes arriving on UK roads over the next 12 months as part of our long-term investment programme.
He stated that our “New Envision” strategy will contribute to setting new standards in terms of quality and efficiency for the luxury sector. This strategy will provide an opportunity for Jaguar Land Rover to achieve more flexibility and work to empower its employees. And you’ll transition to a trusted brand, one that faces challenges and turmoil with confidence and a clear purpose.
He said: Based on our position and our position as a leading company, our focus will revolve around creating value by empowering our talents with revolutionary technologies and capabilities, to deliver levels of quality and achieve profits. Jaguar Land Rover will also significantly improve our manufacturing processes. Closer collaboration and knowledge sharing will take place with our colleagues at Tata Group companies to improve our sustainability plans and share best practices in driving the development of next-generation technology, data and software.
Regarding the reasons that prompted Jaguar Land Rover to adopt the “new perception” strategy, he said: “Jaguar Land Rover has adopted a “new perception” strategy for various reasons, but basically, we aim to transform our name into a modern luxury, customer-centric brand, which is characterized by its leadership and pioneering role in achieving the brighter and cleaner future of electric vehicles.
He added: We understand that to achieve this goal, we need to shape and define a customer journey that is interactive, personal and highly connected in order to enhance Jaguar and Land Rover’s position as unique brands. and distinct. . And when we combine this customer experience with our exceptional automotive products, we make a very strong bottom line. Today, too, our customers expect everyday brand experiences and the products they consume that fit seamlessly into their lifestyles.
As a result, we launched a ‘reimagined’ strategy to help customers live life the way they want, through a car tailored to their unique preferences. The combination of clean energy, outstanding performance and unmatched luxury ingrained in our next range of cars, and all the subtle and customizable details that customers can add, epitomize this abundance of options. This comes alongside an increased focus on sustainability, to offer the best possible combination of performance, comfort, luxury and safety with eco-friendly/green credentials.
Regarding the recent events that Jaguar Land Rover participated in in the UAE, he said: Jaguar Land Rover recently participated in two important events. The first event is the revival of the historic Grand Prix held in November, which celebrated the golden age of motorsport with displays of museum pieces and races that saw high-octane engines roar through the Emirates. Jaguar Land Rover also displayed its classic Jaguar C-Type and D-Type cars from the 1950s.
The second event, the first of its kind, is the Millia 1000 endurance race, which took place from December 5 to 8, an unforgettable experience reserved exclusively for a select few cars. On display at this year’s race were two of our classic Jaguar XK12 cars, a testament to the heritage of the Jaguar brand. In this first-of-its-kind event, David Gandhi, a Jaguar enthusiast who had bought a wrecked Jaguar XK120 in 1954 and restored it years earlier, took part in the Millia 1000 endurance race in the United Arab Emirates , Gandhi drove his Jaguar classic specially designed for him. .
In addition, Jaguar Classic was the official award ceremony sponsor of the Millia 1000 endurance race in the United Arab Emirates. To culminate the four-day event, exclusive Jaguar C and D-type models were showcased at the awards ceremony held at the Emirates Palace.
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