Jaguar’s Shift Towards Luxury: Managing Director Reveals Details

Jaguar’s Brand Shift

• Jaguar is undergoing a significant brand shift.
• Managing director Rawdon Glover provides insights into this shift.
• The automaker aims to target more affluent buyers and enter more luxurious segments.

Jaguar’s Lineup Changes

Earlier this month, Jaguar announced its decision to discontinue its entire lineup, except for the F-Pace SUV, by the end of the year. This move was prompted by the brand’s lack of profitability. Jaguar’s future lies in electric vehicles, and Rawdon Glover sheds light on the company’s plans.

Rawdon Glover: Jaguar’s Managing Director

Rawdon Glover, the managing director of Jaguar, has been a part of the team for over 11 years. With previous experience at Volkswagen and Seat, Glover possesses extensive knowledge of the automotive industry and a deep appreciation for the Jaguar brand.

The Shift Towards Affluent Buyers

In an interview with Motortrend, Glover explains that Jaguar’s brand shift will take it back to its roots. The brand intends to target more affluent buyers by offering a higher-end sales experience. Glover acknowledges that the previous strategy of focusing on volume did not yield satisfactory results. This year, Jaguar offered five different vehicles, all priced at or below $77,900.

A New Direction for Jaguar

Glover emphasizes that the new Jaguar cars will have a “huge presence” and may polarize opinions. The brand aims to create vehicles that are highly desirable, rather than simply relying on their electric powertrain. This approach aligns with the challenges faced by other companies attempting to sell high-priced vehicles solely based on their propulsion type.

A Bold Move: The Four-Door GT

Glover reveals that the first new car from Jaguar, expected to be unveiled before the end of the year, will be a four-door GT. This decision deviates from the trend of SUVs dominating the market. However, Jaguar made this choice to showcase its new design language in its purest form.

An Upscale Buying Experience

Jaguar’s shift towards luxury extends beyond the vehicles themselves. The brand aims to provide an upscale buying and selling experience. While prices may be higher, the goal is to create a client relationship that feels valuable and ultimately lead the brand back to profitability.