Jaguar’s new EVs go upmarket
Jaguar is making big changes. The brand plans to only sell EVs by 2025. According to Thierry Bollore, Jaguar Land Rover CEO, Automotive News Europe, the next generation of British brand’s products could compete against Aston Martin and Bentley.
Bollore stated that the Jaguar brand will be repositioned completely. The SUV will be Land Rover. Jaguar will be distinct from the SUVs. It is very distinct.
Jaguar’s new brand strategy includes the decision not to replace any of its existing models at the end of their production runs. The company will invest PS2.5billion ($3.48billion at current exchange rates) in EV technology and develop a new vehicle architecture. This platform will only be available to Jaguar and it won’t be on future Land Rovers.
Bollore also provided more information about the decision to scrap the next generation of Jaguar’s XJ, despite spy shots showing it almost ready for production (above). Bollore stated that the sedan did not meet Jaguar’s “Modern Luxury” brand identity. Bollore stated that the XJ replacement wasn’t compatible with this new positioning in Automotive News Europe.
Jaguar revealed that it would not produce the new Jaguar XJ while describing its new EV strategy. The automaker said that the Jaguar XJ replacement won’t be included in the new line-up because the brand is trying to maximize its unique potential.
Gerry McGovern, the new chief creative officer at Jaguar, will make the next generation of Jags look very different. “I enjoy the idea of working with my Jaguar colleagues to get Jaguar back in the right place. “It’s an exceptional brand with incredible pedigree, and a lot potential,” McGovern stated in a recent interview. It could be made to be free from the limitations it has faced in the past.