Jaguar confirms its electrified future, enters all-electric Formula E racing series ~ 101feeds

Reaffirming its commitment to electrification and also racing, Jaguar has thrown down the gauntlet and announced that this fall it will enter the upstart Formula E all-electric racing series. (Cue Diamond Head's "It's Electric.")

If you've not heard of the Formula E Championship, don't beat yourself up. It is a virtually brand-new racing series, founded in 2012, in which all-electric race cars battle for dominance. Think Formula 1 without the shouty gasoline engines.

Before you worry too much that the move is a frivolous ploy to attract brand attention, think about it this way: Two of the biggest investments a carmaker can make are in research and development (R&D) and racing. And, unless racing was a big part of the brand's DNA, many simply skipped the starting line. Read more...

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