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In just two years, the automobile group Jaguar Land Rover has earned carbon neutral operations. On Friday, executives celebrated the milestone in Henley, England by launching their new flagship SUV, the Jaguar I-Pace.

The city will hold a special celebration on Sunday, marking the completion of the battery-powered vehicle’s European launch and its purchase by British buyers. For two days, not a single penny will be recycled or offered back into the economy. Guests will be welcomed with mistletoe, while the drinks will be made using sustainably harvested herbs. There will also be a question and answer session. “With this I-Pace we want to do more than simply show carbon neutrality is a real ambition – we want to inspire and encourage,” Thea Davis, executive director of sustainability and customer experience at Jaguar Land Rover, says in a statement.

But while celebrations are clearly in order, carbon neutral activity is not something new for the company. They’ve been carbon neutral ever since the company was born. In fact, the company produces a significant amount of CO2 emissions each year, but the amount has shrunk over the years, and CEO Ralf Speth says the company expects this to continue.

The company’s carbon footprint has also grown increasingly more tech-oriented. The company’s carbon neutral operations have involved hundreds of thousands of units of the company’s own renewable energy. They’ve also supported projects that are making possible further advancements in sustainable transportation. And they’ve looked to adapt their suppliers’ environmental records.

But Jaguar Land Rover has another element to their carbon neutrality. The company intends to “gradually and consistently” reduce their carbon footprint, as much as 80 percent, over the next 25 years.

Despite this, Jaguar Land Rover is not escaping the environmental woes that plague the automotive industry. By 2020, carbon emissions from new cars could be as much as 90 percent higher than they were 20 years ago.

Nonetheless, the Jaguar I-Pace is being heralded as the company’s most advanced vehicle ever. In fact, Jaguar Land Rover expects to hit a consumption of more than 700 miles per gallon (US). The energy savings alone should cover more than 70 percent of its emissions.