Jaguar Land Rover's green revolution

In recent years, among the disciplines that have garnered the most attention from the lifestyle and fashion industries, Formula 1 undoubtedly stands out. In a period of menswear revival and renewed focus on its vast audience, this sport has become the subject of a long list of new films and series, as well as collaborations with fashion brands. After Central Cee's surprise appearance in Monaco, high-speed enthusiasts once again went into a frenzy, this time at the start of the British Grand Prix, upon seeing two familiar faces: Brad Pitt and Damson Idris walking along the track, followed by cameras capturing a scene for the film Apex. Formula 1 is ascending the peaks of the global sports world, joining the elite group that includes football, basketball, and tennis, where matches represent the greatest marketing opportunities. However, like all industries, the racing industry must also adapt to the future and address its most important challenge: sustainability. Among the many branches of this vast and beloved sport, Formula E stands out as an automobile series exclusively dedicated to single-seaters powered by electric motors, and Jaguar is an absolute pioneer in this field.

Last weekend, Rome hosted the penultimate double-header of the 2023 ABB FIA Formula E World Championship, with the city circuit being the stage where Jaguar TCS Racing has achieved its greatest successes. In the first race on Saturday, Mitch Evans, driving for Jaguar, secured the top spot on the podium for the third consecutive year. Returning to competition in October 2016, the automotive company became the first premium brand to participate in the FIA Formula E Championship's city races, realizing that, given the sport's escalation into the mainstream from its previous niche of enthusiasts, the sector's sustainable transition has become crucial.

Among its many initiatives, Jaguar Land Rover has committed to reducing greenhouse gas emissions in all its operations and throughout the entire value chain by 2030, a plan approved by the Science Based Targets initiative (SBTi). The brand's goal is to achieve net-zero carbon emissions across the entire supply chain, products, and operations by 2039. Fueled by the belief that minimizing environmental impact is now a duty of every company, Jaguar will sell only electric vehicles, a decade ahead of the ban on the production of gasoline or diesel cars. This commitment is a significant advance on European regulations and speaks volumes about the pioneering spirit of the British Group. In addition to these pragmatic initiatives, Jaguar also has an exciting series of plans to accelerate its transition to a leading global producer of Modern Luxury cars. It was revealed that the Halewood plant in the UK will become a production facility solely for electric units, and the architecture of the next generation of medium-sized SUVs, known as the EMA (Electrified Modular Architecture), will be exclusively for fully electrified vehicles.

Alongside these practical initiatives, Jaguar's green revolution in the automotive industry also includes E-ducation, a project designed to guide future generations towards change. This innovative educational initiative, created by LifeGate for Jaguar Land Rover Italy, has received the endorsement of the Ministry of the Environment and Energy Security. Approximately 400 high school students in five Italian cities (Rome, Milan, Turin, Florence, and Verona) will be involved in the E-ducation 2.0 program. The future of high-speed is undoubtedly mainstream, as demonstrated by the growing fascination of the film and fashion industries with motorsports. However, for that future to exist, significant changes are needed in our way of living and producing.