Jaguar prepares electric revolution and pushes super luxury

Jaguar as we know it today is on the eve of a turning point. Existing models will exit the scene and some markets will not have a new car for another year. Although this is a risky option, as many manufacturers have decided to revise their plans on electric, Jaguar sees it as the best strategy for the future. Brand ceo Rawdon Glover explained that Jaguar needs to raise its offerings to move above mass-market premium.

Since the wait could get frustrating at Jaguar they have decided to unveil a preview of the battery-powered GT in late 2024 that will be derived from the Vision Gran Turismo SV concept. Details have not been previewed, but it is known to be the most powerful Jaguar ever produced. It will be built on the new Jaguar Electric Architecture (JEA) platform with over 400 km/h and a range of 700 km. It will be joined by two other models, one of them a JEA-based SUV.

It is no secret that Jaguar has struggled to compete with rival German brands and the numbers have not been convincing. Sales in the US have declined every year since 2019 and the brand sold just 8,348 vehicles in America that year. The situation is not much better in Europe, with sales dropping from 84,219 units in 2018 to 23,923 units in 2022. Numbers that could get worse when Jaguar decides to zero out its current offering.

During this period, the carmaker will only rely on the F-Pace and dealers will not have much else at their disposal. Jaguar's mutation towards a future electric-only offering and a super-luxury target is a risky choice, but the only one that could lead to a complete brand revolution. The model that will mark Jaguar's renewal will be a four-door electric GT with a claimed range of at least 700 kilometres.

The new range, then, unlike the current one will be limited to just three models, at least initially, because the British management's choice is to offer Jaguars that are not only super-luxurious, but also very desirable, a throwback to the past that does not involve large numbers of units sold, but the willingness on the part of potential buyers to put up much higher list prices than the current ones that will distinguish Jaguar from the rest of the premium offer.