In 2019, the Jaguar I-Pace was hailed as the World Car of the Year, representing a promise of innovation in the electric vehicle market.
However, significant problems with the batteries led Jaguar to take the drastic decision to buy back and destroy thousands of units of this model.
Sales of the Jaguar I-Pace never met initial expectations.
Furthermore, the model faced several recalls, reliability issues and even fire incidents.
The main problem was with the batteries provided by LG, which were prone to overheating, increasing the risk of fire.
Attempts to fix this via software updates have not been successful.
With a starting price of US$72,500 (approximately R$360,000), the I-Pace has had its reputation tarnished.
The repurchase and destruction of affected units represents a significant cost to Jaguar, in addition to damaging consumer confidence in the brand.
Jaguar, which plans to become an all-electric brand by the end of the decade, will need to address these challenges effectively to ensure its future success.