Jaguar is undergoing significant transformations. Earlier this year, the British automaker announced plans to discontinue most of its current models as it transitions to exclusively producing electric vehicles by 2025. This move is part of Jaguar Land Rover's (JLR) "Reimagine" strategy, initiated over three years ago, which has yet to yield any new models for the Jaguar brand. The company's CEO described this situation as "hugely frustrating" in a recent interview with Top Gear.
Jaguar's managing director, Rawdon Glover, revealed to the publication that this transition represents a "complete brand reinvention." The automaker aims to shift its focus upmarket, reduce production, and concentrate on three key vehicles in its lineup. This ambitious plan is compounded by the additional challenge of transitioning to electric vehicle (EV) production. Developing new products, especially EVs, requires significant time and resources, unlike the combustion engine cars Jaguar has been producing for decades. Glover emphasized that Jaguar needs "a whole suite of EV services," a necessity for a brand aiming to increase revenue by selling fewer, more expensive models.
The first glimpse of Jaguar's new direction will come later this year with an electric four-door GT, expected to cost over £100,000 ($130,755 at current exchange rates). This vehicle will be built on the new Jaguar Electrified Platform, shared with two upcoming electric SUVs. The new GT car marks Jaguar's first major step upmarket, with the company hoping it will elevate the brand to compete with luxury marques like Porsche and Bentley. This strategy is particularly challenging given the current cooling consumer interest in electric vehicles, even at the high end of the market.
