Electric technology on verge of new era – Jaguar chief

Jaguar’s Formula E team director James Barclay believes the rate of technological development in electric vehicles over the next five years will dwarf what has gone before.

Electric technology on verge of new era – Jaguar chief
Jaguar Formula E livery
Jaguar F-type SVR
Jaguar Formula E livery
Jaguar F-type SVR
Jaguar Formula E livery
Eddie Irvine, Jaguar Racing
Jaguar F-Pace

Speaking at the FIA’s Sport Conference in Turin, Barclay said that Formula E is in the perfect position to showcase the technology and aid developments in this area.

Jaguar joins the series for season three, starting later this year. Barclay told Motorsport.com that it was moving closer to revealing its two drivers shortly, and that the car would race in a different livery to that it was launched in.

“The automotive world and sport go hand in hand,” said Barclay. “Electrification in motorsport proves to people that the technology can be about performance as well, which is a key brand value for Jaguar. Our brand has always been about performance, so showcasing this will be key. 

“Over the next five years, the rate of technological development in this area will be more than it has been in the last two decades.

“We are on the cusp of a very exciting time, and Formula E was launched at a perfect time to ride that wave.” 

Digital media key to comeback

Barclay also acknowledged the key role of digital media and video games as Jaguar returns to motorsport as a factory force since its Formula 1 campaign of the early 2000s.

“More than 60 percent of consumption of our media is digital,” he said. “From a consumer point of view it is more consumable, engaging and enjoyable, and this affects peoples purchasing decisions.

"People decide before they’ve seen the car, so to increase our visibility in racing will bring positive benefits. 

“Being involved in video games makes up is an important part of that. People who consume motorsport content in this way are the right kind of audience for us – it’s an affluent, young audience, who will make up the next generation of potential customers.”

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