Jaguar’s Shift Upmarket: Managing Director Reveals Plans for Radical New EV Line-Up

Introduction

In an exclusive interview with Autocar, Rawdon Glover, the managing director of Jaguar, discusses the brand’s upcoming shift upmarket. Glover reveals the company’s plans to replace its current range of traditional Jaguar models with a radical, three-tier EV line-up that will compete with luxury brands like Bentley. This article explores the challenges and strategies behind Jaguar’s transition to an all-electric future.

Transitioning to an All-Electric Line-Up

Glover’s primary task is to phase out the current range of combustion-engine Jaguar models and introduce a new line-up of electric vehicles (EVs) by 2026. The new range will consist of a Porsche Taycan-busting GT, a Bentley Bentayga-sized SUV, and a big four-door limo. Unlike other manufacturers, Jaguar is starting with a design language and building the platform and engineering around it.

A Departure from the I-Pace

The new Jaguar EVs will have a distinct look that differs from the I-Pace, the brand’s pioneering electric vehicle. The I-Pace, with its short-nose and cab-forward design, has gone out of production due to the high cost of manufacturing. However, Glover acknowledges the importance of the I-Pace in accelerating the development of Jaguar’s new EVs. The engineering and ingenuity required to build the I-Pace have provided valuable insights for the upcoming models.

Creating a Transition Period

With the shift upmarket, Jaguar will be doubling its brand’s price point. To facilitate this transition, Glover suggests a “reset period” between the old and new models. This period may involve temporarily halting car sales, with the F-Pace being the last model available until its production ends in 2025. The purpose of this reset period is to recalibrate potential customers and prepare them for the higher-priced, radical Jaguar EVs.

Preserving Jaguar’s Heritage

Despite the brand’s reimagining, Jaguar remains committed to preserving its heritage. Glover dispels rumors of eliminating traditional Jaguar design cues, such as the leaping cat emblem on the bonnet. He emphasizes the importance of identifying special aspects of the brand’s heritage and reimagining them in a slightly developed format. The leaping cat emblem will continue to play a significant role in Jaguar’s future designs.

Looking Forward

Jaguar aims to strike a balance between honoring its storied past and embracing forward-thinking innovation. While the brand acknowledges its 90-year history, it also wants to avoid being constrained by it. The naming of the new vehicles will reflect this blend of heritage and forward thinking, paying homage to the past while embracing a progressive future.

Conclusion

Jaguar’s shift upmarket represents a significant transformation for the brand. With a radical new EV line-up on the horizon, Jaguar is poised to compete with luxury brands like Bentley. The transition will require careful planning and a reset period to prepare customers for the higher-priced models. By preserving its heritage while embracing innovation, Jaguar aims to create a compelling and forward-thinking future for the brand.