Jaguar Land Rover goes for Vegan Interiors

Jaguar Land Rover goes for Vegan Interiors

Today, ethical concerns have an impact on the consumer behaviour (Euromonitor,2019) who are more informed about the provenance of the product they purchase. The consumers choices are influenced by how they represent themselves in the society (MOF,2019) and show through  them how they are connected to the way they use the world to create products (Euromnitor,2019).The current generation of consumers are aware of the climate issues like global warming so they expect that the brands they support would follow a sustainable practice (MOF,2019).

The luxury industry is encouraged to become more innovative, in order to meet the millennials and generation Z expectations (Euromonitor,2019). Brands able to deliver their ethical core values that is in accordance with the consumers new values will build loyal clients (Euromonitor,2019).

 

Land Rover foresees the big global trend that has to do with consumers understanding more and more the implications of how people inhabit the environment,

 a value shifting towards an eco-conscious consumer’s taste (Elliot,2019). Amy Frascella, Chief Designer, colour and materials Land Rover stated “We have been noticing that the landscape has been shifting quite quickly in the luxury market. People want to understand what they are purchasing, how is made the work, where does it come from. We need to be conscious about this and offer choices that reflect their values” (Youtube,2019).

The company has developed a new line of fully vegan materials and leather-free interiors that will be used in the Jaguar I-Pace Suvs, Range Rover Velar and Range Rover Evoque for its launch in 2020 (Elliot,2019). This step to an ethical environment will attract those customers for whom the ultimate form of luxury line up with their environmentally values.

“Fifty years ago a leather couch was the height of luxury “said Massimo Frascella,Land Rover’s creative director. More than that, there is a shift in all industries toward a conscious consumption, and cars companies are trying to implement the change (Elliot,2019).

 

Leather creates a lot of CO2 emission and chemicals waste. Preventing the pollution with a sustainable and ethically sourced textiles is a huge step for the cars makers as well as for the transport regulation that gives credit for reducing CO2 emission through this new eco-friendly innovation (Cooley,2019).

 

According Deloitte, there will be 4 trends that a promising to revolutionise the car industry. One of the challenges is the concept of creating vegan interiors. Future car concept must be measured by their impact on the modern world (Deloitte,2019).

 

References:

1. Cooley B. (2019) Will Your Next Car Have a Vegan Interior? [Internet] 17^thSeptember Available from https://www.cnet.com/roadshow/news/will-your-next-car-have-a-vegan-interior/[Accessed 15 of December]
2. Elliot H. (2019) The Seats in Your Next Luxury Car may be from Soybeans and Eucalyptus, Bloomberg [Internet] 29^thApril Available from https://www.bloomberg.com/news/articles/2019-04-29/audi-land-rover-add-sustainable-options-for-interiors[Accessed 30 of November]
3. Euromonitor (2018) Ethical Fashion: Why and How Can Fashion Industry Close its Elusive Loop [Internet] 7^thJune Available from https://www-portal-euromonitor-com.yorksj.idm.oclc.org/portal/analysis/tab[Accessed 10 of December]
4. MOF (2019), The Luxury Report: The State of the Industry in 2020 in Beyond,[Internet] Available from https://matterofform.com/the-luxury-report/[Accessed on 25of November]
5. Youtube (2019) New Range Rover Evoque. Sustainability [Internet] 11^thMarch Available from https://www.youtube.com/watch?v=jPX__OpOf1Q[Accessed on 5 of December]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References:

 

MOF (2019), The Luxury Report: The State of the Industry in 2020 in Beyond,[Internet] Available from https://matterofform.com/the-luxury-report/[Accessed on 25of November]

 

Elliot H. (2019) The Seats in Your Next Luxury Car may be from Soybeans and Eucalyptus, Bloomberg [Internet] 29^thApril Available from https://www.bloomberg.com/news/articles/2019-04-29/audi-land-rover-add-sustainable-options-for-interiors[Accessed 30 of November]

 

Cooley B. (2019) Will Your Next Car Have a Vegan Interior? [Internet] 17^thSeptember Available from https://www.cnet.com/roadshow/news/will-your-next-car-have-a-vegan-interior/[Accessed 15 of December]

 

Youtube (2019) New Range Rover Evoque. Sustainability  [Internet] 11^thMarch Available from https://www.youtube.com/watch?v=jPX__OpOf1Q[Accessed on 5 of December]