From autumn 2016 Jaguar will be competing in the FIA Formula E championship for electrically powered racing cars.
"Electric vehicles will absolutely play a role in Jaguar Land Rover's future product portfolio and Formula E will give us a unique opportunity to further our development of electrification technologies," Nick Rogers, Group Engineering Director for Jaguar Land Rover, said on Tuesday. "The Championship will enable us to engineer and test our advanced technologies under extreme performance conditions."
Like all car firms, Jaguar is investing heavily in alternative powertrain technology, aware that the industry is about to undergo a seismic shift. And by taking its ideas to the racing circuit, the plan is to fast-track, literally, any innovations.
"Electrification and lightweight technologies are becoming more important than ever as urbanization continues to increase," said Rogers, "Formula E has recognized and reacted to these trends and the championship's exciting and pioneering approach is the perfect fit for our brand."
With its enhanced focus on comfort, style and SUVs, it can be easy to forget that Jaguar's brand is built on sporting success. The marque has clocked up seven wins at Le Mans and, until 2004, raced in Formula One.
However, since 2004, racetracks around the world have been officially devoid of cars with the leaping cat on their hoods.
"We looked in detail at alternative ways of returning to motorsport. This was such an important decision for Jaguar and we wanted to get it right," James Barclay, Jaguar Team Director, explained. "With our future EV plans, Formula E was the obvious choice."
As such, it could prove one of the most intelligent ways a brand renowned for gasoline engines to commit to a piston-less future while enhancing its legacy.
This month has also seen Porsche pledge to build its first electric sports car before the end of the decade and Ford announce a $4.5 billion investment in EV technology.
But, by pledging to a greener future via motor racing, Jaguar has found a way of making a commitment with much greater style.
As Alejandro Agag, Chief Executive Officer for Formula E, said: "Jaguar is a brand with a rich sporting heritage and the fact that it is returning to global motorsport with Formula E is a huge endorsement of the championship and its ability to influence the development of electric cars."
