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With the pending launch of Jaguar's electric I-Pace, Wolfgang Ziebart's role at Jaguar
comes into clearer perspective.
Ziebart joined BMW shortly after earning his engineering doctorate at the University of
Munich in 1976.
By the late 1990s, he was a board member and head of product development, sometimes tabbed
as BMW's next CEO, but in 2000 he made an abrupt turn.
He joined tier-one supplier Continental, and then Infineon as chairman and CEO, to focus
on electrics and electronics.
He was appointed product chief at Jaguar Land Rover in July 2013, yet Ziebart says he's
spent the last three years focused almost exclusively on developing the I-Pace.
The all-wheel-drive I-Pace promises an EPA-certified range of 240 miles and a price starting around
$70,000, with Jaguar looks and finish, standard air suspension, a 0-60 time of 4.5 seconds
and very untraditional Jaguar space efficiency.
We cornered Ziebart at the New York auto show and sat down with him for a quick conversation.
Where does the I-Pace rank among the many cars you've helped build over the decades?
Ziebart: It's the most exciting project I've worked on.
Not many people have the opportunity in their life to be part of a really disruptive development.
I'm very thankful for that.
The development of the electric vehicle and the I-Pace in particular, they offered that
opportunity.
The second thing is that we really had no restrictions in developing this car.
This was not supposed to use an existing platform or build an electric car out of an existing
engine-driven car.
We could start on a clean sheet of paper and only make the best choices -- what we thought
would be the best in terms of concept and the best in terms of components.
It's not very often that you have such an opportunity -- first that you participate
in and can actually drive that disruptive change, and second that you have all the freedom
to act and design the car, in a fashion that builds what you think is the best car, without
existing weights to move around.
How do you turn something akin to a golf cart into a Jaguar?
Ziebart: First, allow me to say that I think an electric car is an ideal Jaguar.
Jaguar stands for two key things to start.
The first one is performance and the second one is smoothness, including smoothness of
riding.
The electric vehicle offers the ideal platform to support these two Jaguar posts at a new
level.
We've installed sufficient power, so the car is in the sports-car region regarding
performance.
There is no engine, so it's inherently quiet, and it has a very long wheelbase.
We put the wheels to the outmost position in the body, and this gives freedom in chassis
settings.
If you have a short wheelbase, you have to take great care and work in a smaller band
to balance ride and handling.
This isn't needed here.
You have a wider range of options to balance smooth ride and handling to make both good.
So I think an electric vehicle is the ideal car in presenting Jaguar's core values.
There's the design, of course.
Jaguar design.
And we understand that there are expectations set by the way an F-Pace and F-Type drives,
and we've worked hard to implement these characteristics.
The suspension (layout) comes from the XF, and there's a broad difference when you
switch from normal driving mode to dynamic mode.
In dynamic mode, you have different "throttle characteristics," in quotation marks.
You have different behavior or temperament, and in that sense this one resembles our normal
car.
Also consider that basically everybody on our team has a good understanding of what
a Jaguar is.
So it's not like I have to give too much direction in that sense.
Our people understand, and they're on their own.
Which choices in this car were most likely to keep you up at night, and which element
might be most important to its success?
Ziebart: There are so many choices where you have several alternatives, probably more than
in a conventional car, and it really comes down to having the right knowledge to make
a qualified decision.
It starts with the motors.
There are induction, permanent magnet, switch-reluctance motors and so on.
To take one or the other you must have the characteristics of each in your head, and
also the impact each has on the inverter.
What protection circuit, for instance, is required in the inverter?
How much does this cost?
No one can know everything, of course, so we listened to outside experts.
But when one of them or one of our own engineers takes a really strong, impassioned position,
you have to have the depth of knowledge to evaluate.
Now that it's done, I must say that there's very little that I see where we have made
the wrong call.
Batteries are important too, obviously.
I think maybe the popular perception here is oversimplified.
It's not just how much energy they can store, but how quickly you can get the energy in
an out, at what operating temperature the battery works best, etc.
It's at the border between chemistry and electricity, so electrochemistry, understanding
that and the cell behavior and what it means for temperature control in terms of charging
and discharge.
This to me is the key know-how in an electric vehicle, and I think the most important element
in this or any electric car is the battery management system.
That is the reason why we have all this in-house.
The development of the software for battery management was done by our team, not delegated
to some supplier, to fully control the choices and maximize our database.
Is battery management what you're proudest of in the I-Pace?
Ziebart: I think it's more the concept as a whole.
And the execution we've delivered.
I think we are the first and only traditional (luxury) marque to really fully explore what
an electric vehicle can do if you design it from scratch.
There are some others to come, I must admit, and the Silicon Valley startups like Faraday
Future are trying, and I have respect for them, but they are a little behind -- not
because they are lazy but because they don't have the same circumstances and scale we have
on the traditional car side.
Most of the traditional car companies are tempted to use existing platforms and electrify
them, but to me this is the root of failure.
You cannot exploit the advantages you have with an existing platform, and there have
been basically two major advantages.
The first is space utilization.
At a given length, an (electric-specific) platform can basically get the interior space
of a class above.
You also start with the perfect wheelbase for the purpose you've chosen and an inherently
low center of gravity, with a lot of latitude to tune for the ride and handling you desire.
In the I-Pace, you have the package and space of an SUV, the driving position of an SUV
and the handling characteristics of a sports car.
I think when you have a chance to drive it, you'll see for yourself.
It's really fantastic.
What's underneath the I-Pace seems to be a very flexible platform.
Given the reception this car is getting, it would seem there could be more electric JLRs
on the way.
Can you share anything about those?
Ziebart: Well, you are right -- there is a flexibility in the platform.
There might be opportunities to do smaller or larger, or to take another direction entirely.
On the other hand, it's not as easy as some people might have you think, as you always
run up against some boundaries.
You cannot just take what you have and extend it or even shrink it significantly, because
then the motors become too small, or the battery supply inadequate.
All said, there are certainly opportunities, but you probably know I can't talk about
specific intentions.
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