Unveiled on Tuesday in London and LA via Virtual Reality, the Jaguar I-Pace Concept car is a strikingly bold attempt to gate-crash the nascent premium plug-in electric SUV market. Set to appear beyond compatible VR headsets when the LA Auto Show gets underway on November 18, the I-Pace is Jaguar's first electric car and thus a huge departure for a company that made its name on the track and in executive parking lots with straight six and V12 engines.

"[It] represents the next generation of electric vehicle design," said Ian Callum, Director of Design "It's a dramatic, future-facing cab-forward design with a beautiful interior -- the product of authentic Jaguar DNA, electric technology and contemporary craftsmanship."

As striking as the car looks, its most impressive attribute is its powertrain. Its electric motors and battery packs were designed in house. The car can go from 0-100km/h in roughly 4 seconds and offers a range of over 500km between recharges. A standard 50KW public charging station will replenish the car's battery in two hours.

Dr Wolfgang Ziebart, Jaguar Land Rover, said: "This is an uncompromised electric vehicle designed from a clean sheet of paper: we've developed a new architecture and selected only the best technology available."

By ditching the traditional powertrain, Jaguar designers have had more space and more freedom to make the cabin both cutting-edge and comfortable; so much so that if the production model -- due within the next 12 months -- arrives with only minor changes, it will boast an interior that Bentley should be concerned about.

"[It] is finished with beautiful, premium materials and an unwavering attention to detail. Throughout the interior you will discover a host of beautiful details to surprise and delight," said Callum. "From the expansive panoramic glass roof to the sporting, beautifully finished seats, every feature bears the hallmark of British craftsmanship."

Going electric is a huge departure for the company, but its approach to launching new vehicles -- with the biggest promotion and publicity stunts possible -- remains unchanged.

The I-Pace was launched via a live VR presentation in London and LA. Guests were able to interact with each other and with the car itself, taking it for a virtual test drive and virtually using the cabin's touchscreen controls.

"Our virtual reality reveal today has pushed technology boundaries as well, and captures the high-tech essence of the concept car. For the first time, VR has allowed us share it across the globe in the most immersive way possible," said Callum.

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