Jaguar and Land Rover want to extend the life of their cars

It is in addressing today’s problems that we build the foundations for a better tomorrow. A concept of disarming simplicity that best represents the efforts of the most enlightened companies, which invest in the present while fully projecting themselves into the future. Not only to ensure the survival of the brand, that comes naturally, but to think about all the good of the Planet and humanity.

With this in mind, within the Milan Design Week, Jaguar Land Rover organized a dialogue in Milan to talk about the circular economy and sustainability. In the heart of Porta Nuova, in the headquarters of the company through Amerigo Vespucci, the chief executive officer, Marco Santucci, talked about it with Camilla Colucci, founder of Circularity, and Valentina Cerolini, co-founder of Deesup. Listening to them were a group of students from the Polytechnic of Turin.

An opportunity for an English multinational to ‘contaminate’ itself with the young and brilliant ideas of two start-ups, who have created two different business models but with the same principles and mission. On the one hand Deesup, a Milanese company founded on the principle of second-hand used for high-quality furniture, to extend the life of the product. On the other hand, Circularity, a 360-degree circularity platform that works a bit like the industry’s Tinder: it connects companies that have to dispose of waste from their processes with those that need those materials.

“We at Jaguar Land Rover are also – the words of CEO Santucci – very interested in these issues. We are looking for ways to extend the life of our vehicles. To do this today we use certain strategies, such as leasing and long-term. -renting for a period of time in a day In the future, sharing models similar to those of Netflix may be adopted, with car memberships representing the catalyst for our transformation.”

The future of the electric car

It is a question, as can be seen from the experience of two young entrepreneurs present, to anticipate the times. Introducing new ideas in contexts that have been stagnant for some time. Which from the company’s point of view means making changes, sometimes even significant ones, to their business model. In the automotive sector, in this sense, electricity represents a wonderful opportunity. Jaguar’s idea to start producing fully electric cars as early as 2025 should also be read from this point of view 10 years earlier than required in Europe.

“Manufacturers – explains Santucci – are already working on ideas to recover batteries”. One of the opportunities, for example, is that “they become important batteries for collecting the energy of photovoltaic panels of private houses”. Private homes where battery life – important for cars – is not a very important requirement. A transition that will benefit motorists, not only from an environmental point of view but also economically. “I always say – says Santucci – it’s hard to imagine someone making gasoline at home. Instead it’s possible to think that someone produces their own electricity. In fact it’s already a reality”.

When the conversion from gasoline to electricity is complete it will be too late to think about it. This is why the future must be anticipated. “In development, everyone must do their own thing. Investing in sustainability, which today has costs, represents tomorrow. By investing today, we position ourselves in the market tomorrow”, concludes the CEO. A change in attitude, a change that is good for everyone, for the companies that do it this way and for the Planet.