As per reports, Jaguar’s top boss expressed his frustration in the brands transition to EVs. He confirmed that Jaguar wouldn’t be selling any cars in the U.K for a whole year during its transition to EVs. The company also announced that it will be cutting the number of models in its lineup to just three in an effort to make Jaguar a super-luxury car manufacturer. There also a speculation around a concept car coming before Christmas. Jaguar has not been very public about its shift to electric. Despite its iconic I-Pace, the company is still rediscovering and its been a few years.
Jag’s top boss is making every effort to reinvigorate the brand which has been very challenging. Jaguar’ top boss Glover stated that the company’s decision to go all-electric, the brand has been facing a decision of whether to stick with the status quo or go ahead with declining sales as part of the company’s reinvention. The company has frankly said it has opted for the latter. The marquee is relying on its electrification strategy at a time where many manufacturers are pulling out from the EV market. Jaguar has also been in talks with Chinese auto marquee Chery to make use of its EV platform for future models, just like it used contract manufacturer Magna for the I-Pace.
Glover expressed Jaguar will eventually become a “super-luxury” brand and move on from just being a premium brand. The plan is to begin its portfolio of vehicles with an asking price of $155,000. Taking inspiration from luxury handbag maker Hermes, he stated that sister brand Range Rover has been raking volumes by selling irrational models, so definitely Jaguar can follow suit. The intention is to not just bring in new cars, but a complete brand reinvention. This decision was taken earlier in 2021, and it will take Jaguar back to an era where it built exquisite cars. So it will be a shift from numbers to developing beautiful cars. The new models will definitely be pricier and the concept to be first unveiled will be the upcoming $100,000 four door GT sedan.