In November of last year, Tata Motors revealed a strategic partnership with Jaguar Land Rover (JLR) to adopt the latter’s Electrified Modular Architecture (EMA) for its upcoming Avinya range of electric vehicles. However, Tata Motors has no plans to use Jaguar’s newly developed Jaguar Electric Architecture (JEA) for its own vehicles.
Jaguar’s Commitment to British Manufacturing
During an interview with Autocar India at Jaguar’s headquarters in the UK, the company’s Managing Director, Rawdon Glover, clarified that the JEA platform is specifically designed for Jaguar and will only be used for vehicles built, engineered, and designed in the UK. He emphasized that there are no plans to adapt this platform for Tata vehicles, ruling out the possibility of it being used in markets like China, where Jaguar has local production facilities. This strategy aligns with Jaguar’s ambition to strengthen its brand identity by positioning its vehicles as “British-built,” reinforcing its luxury image and distinguishing itself in the competitive automotive landscape.
JEA: A Platform for Premium Electric Vehicles
The JEA platform is engineered to support Jaguar’s new generation of high-end electric vehicles. With the brand aiming to move upmarket from its current position in the ‘mass-premium’ segment, JEA is seen as a tool for redefining Jaguar’s luxury appeal. It is thus deemed unsuitable for Tata Motors, which is focused on a more mainstream premium segment. Tata’s higher-end models are more likely to benefit from JLR’s EMA platform, which was originally designed for mid-sized vehicles but can accommodate a wider range of applications for Tata’s evolving lineup.
Jaguar’s Plans for More Affordable Electric Models
While Jaguar is set to release high-end, performance-oriented models such as the 4-door GT to enhance its luxury positioning, the brand is also planning to introduce more accessible electric vehicles in the future. Glover hinted at the development of more affordable Jaguar models, which would target a broader consumer base. These vehicles are expected to be based on both the JEA and EMA platforms, and will feature different body types to cater to varying market needs.
This strategic move towards more affordable models reflects Jaguar’s commitment to appealing to a wider range of customers, all while maintaining its high-end reputation for quality and performance.
