Key takeaways
- Nearly 3,000 2019 I-Pace EVs are being recalled by Jaguar because of the possibility of high-voltage batteries burning.
- The fire threat was not completely reduced by previous software updates and recalls.
- Production of the I-Pace will end in December 2024 when Jaguar transitions to a new premium EV portfolio.
Nearly 3,000 2019 I-Pace EVs are being recalled by Jaguar due to a number of battery-related fire hazards that continued even after earlier modifications.
Instead of providing additional repairs, the carmaker intends to purchase back the impacted automobiles. 2,760 I-Pace EVs manufactured in 2018 are affected by the recall. The risk persisted even after previous recalls and software upgrades intended to manage overheated battery cells—provided by LG Energy Solutions. Three of the eight I-Pace EV fires that have occurred in the United States since 2023 have happened following modifications to the vehicles.
The 2019 Jaguar I-Pace cars were the subject of yet another recall in October 2023 because of worries that earlier fixes for the battery fire risk might not have been done correctly. Three more recalls for the same unresolved issue were issued in February, March, and August of 2024. The issue continued in spite of the company’s attempts, and on November 11, 2024, Jaguar’s Recall Determination Committee said that it would purchase back the impacted cars.
Interestingly, even after the software updates were implemented, three fires involving 2019 I-Pace cars were recorded in the US. According to Jaguar, the problem has not been connected to any incidents or injuries. The automaker’s recognition of its failure to provide a long-term solution for the problem appears to be reflected in the recall decision.
Jaguar had previously advised owners to park their cars outside, away from buildings, and to limit charging to 80% as a safety precaution. But since there isn’t a workable long-term fix, Jaguar has made the decision to buy the cars back outright. In October 2024, owners received notice and were instructed to get in touch with Jaguar customer support for more information. You can visit www.nhtsa.gov or call the NHTSA Hotline at 1-888-327-4236 (TTY 1-800-424-9153) to find out if your car has been impacted.
Moment of Transition
In December 2024, Jaguar intends to stop producing the I-Pace, which will be a turning point for the company. When the I-Pace was first released as Jaguar’s flagship EV in 2018, it had numerous safety problems and sold only 70,000 units worldwide, far less than what was anticipated.
Jaguar is stepping up its rebranding efforts, including a daring new advertising campaign, as it phases out its current portfolio.
The campaign, which uses unusual marketing techniques and a high-fashion image, has elicited conflicting responses. Some criticize Jaguar’s emphasis on branding over vehicle performance, while others applaud the company for adopting a novel strategy to stand out in the competitive EV industry.
Starting with a high-end fastback design that will be unveiled in Miami this December, the company intends to introduce three new models. Jaguar is putting itself in a position to compete with luxury brands like Porsche and Bentley, with pricing anticipated to start at about $120,000.
