Disruptive Technology; Disruptive Research

DISRUPTIVE TECHNOLOGY,

DISRUPTIVE RESEARCH

The Past, Present and Future of Electric Vehicles

Jaguar FutureConsumer voices

- Mick Nagle - Morpace

OEM background

History

- Ana Ramirez- Jaguar GCi

Jaguar FutureConsumer voices

OEM background

History

Electric VehiclesNew Technology?

Timeline EV History

1800

1828

First electric vehicleAnjos Jedlik, Hungary

1900 2000

1800 1900 2000

Timeline EV History

1837

First electric locomotiveRobert Davidson, Aberdeen

1800 1900 2000

Timeline EV History

1859

Rechargeable batteriesGaston Planté, Paris

1800 1900 2000

Timeline EV History

1884

First production electric carThomas Parker, London

1800 1900 2000

Timeline EV History

1900-1920

Golden age of electric vehicles35,000 EV’s in US around 1900

1800 1900 2000

Timeline EV History

1901

Invention of Tarmac

Edgar HooleySurveyor

Nottinghamshire County Council

1800 1900 2000

Timeline EV History

1920-1990

20th Century – decline and fall

1967 “Britain has the majority of all the electric

vehicles in the world”

1800 1900 2000

Timeline EV History

1920-1990

“A century of failure”

Scottish Aviation Scamp 1966AMC Amitron 1967Enfield 8000 1973Sinclair C5 1985

1800 1900 2000

Timeline EV History

1996

Early attempts at “real” consumer-focused EV

GM EV1

1800 1900 2000

Timeline EV History

1997-2016

Long-term Strategic VisionToyota Prius Hybrid

1800 1900 2000

Timeline EV History

2013

Breathtaking Technological and Marketing Ambition

Tesla and Model S

1800 1900 2000

Timeline EV History

2016

NOWProliferation of original EV design

1800 1900 2000

Timeline EV History

2020

2020EV Landscape Evolving

WHY NOW?

Embedding InsightConsumer voices

OEM background

History

15 new models announced last year

WHY?

Bevolution is the 2020

Everyone has same opportunities

December 3, 2015“All New Cars To Be Zero-Emission by 2050”US (California, Connecticut, Maryland, Massachusetts, New York, Oregon, Rhode Island, Vermont), Canada (British Columbia, Québec), Germany, The Netherlands, Norway, The United Kingdom

“WHEN” is the questionNew emission targets are forcing the industry to invest in BEVs to lower average emission across the fleet

4 UK cities receive £35 million to support EV growth

LondonNottingham BristolMilton Keynes

`

Germany To Give €1 Billion Electric Car Subsidy (April 2016)

Chinese Consumers bought 300% more EV,s in 2015 compared to previous year

DECEMBER 2014Only 1 BEV model in

2019

DECEMBER 20151 NEW architecture4 BEV models from

2018

JANUARY 2016Focus on e-tron,

Delay other models

DECEMBER 2015€700M of investment

to expand/update Stuttgart-

Zuffenhausen

BOOM

E RS

GENE

RATI

ON X

GENE

RATI

ON

Y

GENE

RATI

ON

Z

Usage

CasualMultitask

Device2Device

Celebrate diversityCo-create

Sharers

Independent Thinkers

Lifestyle

Formal

Co-operate

JudgementalFace2Face

Accept diversity

Task Focused

OwnershipSavers

Work+Life

RECESSION

SEPTEMBER 11th

INTERNET

GLOBALISATION

SOCIAL NETWORKS

TECHNOLOGY SHIFT

By 2025 Gen Y and Gen Z will have replaced a big proportion of Boomers in the car market, especially in China (56% of the Market vs 19% of Boomers @2025) and their attitudes and needs will have a big impact on Gen X behaviour

Generation Y/Z & the cars MAKE HISTORY

(Generating Future Cultural Capital)

Attitude over BrandCurrent values over Heritage

Green over RichSustainable over Ostentatious

ANTI TRADITIONAL “PREMIUMNESS”

Ghz over HPConnectivity over Capability

LOOKING FOR

NEW PERFORMANCES

CAR AS A PLATFORM(Multi-disciplinary Luxury)

Modular over CompleteBuggy but Updateable over Perfect but Unchanging

Flexibility over CertaintyUsage over Ownership

OPEN TO

CAR SHARING AUTONOMOUS DRIVING

Changing PerceptionsConsumer voices

OEM background

History

What can Consumers tell us about Evs?

Forecasts are for huge EV volume growth

2014

500,000(0.1%)

2020

20,000,000 *(2%)

EVI Target *

And we know Knowledge about EV is growing

2010

7%<1 in 10

2015

45%1 in 2

“Have owned” or “know well what it does” source Morpace PACE

We know Interest in EV is growing

2010

10%<1 in 10

2015

25%1 in 4

“Very interested” in EV for a next car source Morpace PACE

But we know Interest does not = Intention

INTERESTED

25%1 in 4

TRUE INTENDER

6%1 in 20

True Intenders “Definitely Interested” & rank powertrain #1 or 2 = Source 2015 PACE

It’s tough for inexperienced

consumers to offer credible opinions

And tougher for car makers to know what

are the real hurdles to ownership

How to separate Mythfrom

Reality?

Range anxiety

Charging

Performance

Reliability

Cost

Common EV anxieties

Add Image

EV Owner community

SuperUsersPassionate, articulate, informed

MyDrivingPower

Range anxiety

Charging

Performance

Reliability

Cost

The voice of experience

Add Image

WHERE NEXT?

Timeline EV Future?

Technophile AffluentPassionate Environmentalist

INFRASTRUCTURE

CHOICEINCENTIVESEDUCATIO

N

2015 2025 2035 2050

Affluent house-ownerCommuters, multi car homes

Emerging mainstreamCommand economies

Embedded in Developed economies

Helping Consumers join the dots

Jaguar FutureConsumer voices

OEM background

History

EV will be a key Jaguar

platform in next decade

Bevolution““Electric vehicles will absolutely play a role in

Jaguar Land Rover's future product portfolio”

(Nick Rodgers Group Engineering Director Jaguar Cars)

Making vehicles is

not enough

Bevolution“It is my belief that over the next five years we will see more changes in the automotive world than in the last three decades”

(Nick Rodgers Group Engineering Director

Jaguar Cars)

Need to participate in the drive for public discussion and engagement

Bevolution

Need to enthuse Consumers

Show EV as no compromise

Generate customer demand

Bevolution

So how? Bevolution

Confidential ©2015

PROJECT CATAPULT

Confidential ©2015

JAGUAR IN FIA FORMULA E

Project Catapult is Jaguar’s return to racing with the bold and innovative FIA Formula E Championship

Jaguar formula e51

The next chapter of Jaguar Racing

1951

Jaguar success was founded on proving ground breaking technologies and

performance in motorsport

• 7 x Le Mans 24 Hours Victories

• 3 x World Sports Car Championships

• 2 x Daytona 24 Hours Victories

• 1 x Sebring 12 Hour Victory

2016-2019

Exploit Formula E as launch platforms for

future cars

52

Formula E• FIA Formula E is the world’s first global single-seater championship for electric powered cars • Jaguar to enter FIA Formula E World Championship with its own team in September 2016• First premium brand works team entry in Formula E• Global cost-effective championship; appeals to the next generation of Jaguar customers• Real world R&D test bed• Reach new and younger audiences in major city centres• Provide platform to introduce EV strategy and products• Support improvements in Brand Health

Jaguar formula e53

The Car

Jaguar Formula E Race Car

Max Power: 200 kw

Top Speed: 225 km/h

0-100kph: 3 Seconds

The Jaguar Formula E race car will push the boundaries of electric vehicle technology

Bevolution

Bevolution is the 2020Thank youFor

Listening!

- Mick Nagle - Morpace

- Ana Ramirez- Jaguar GCi