Ever since Jaguar began expanding its line-up two decades ago, from a single XJ model to a more comprehensive line-up of saloons, estates and SUVs, the British carmaker has aimed to be something of a ‘British BMW’. This meant competing with the latter and its Audi and Mercedes foes, while also aiming to emulate the volumes of the big three.
Unfortunately for the British marque that last part simply hasn’t worked out, and with that came the recently announced decision to radically transform Jaguar into an EV brand by 2025.
But Jaguar is not just going all-electric, it’s also aiming a lot higher in terms of its market positioning, according to Automotive News. During a presentation Jaguar’s Chief Creative Officer Gerry McGovern said that the reinvented Jaguar brand would be “lower volume, more exclusive and it will be a true luxury experience”. He also promised that the designs he’s tasked with creating would be nothing short of “jaw-dropping”.
But which brands would Jaguar end up competing with if it were to aim higher than the German ‘Big Three’? Analysts contacted by Automotive News Europe have hinted that the British brand could aim anywhere between Porsche and Bentley, and this would ultimately determine what kind of volumes are achieved. The consensus, however, is that with a more upmarket positioning, Jaguar would be happier with even lower volumes than what it sees today.
As JLR previously announced, all future Jaguars will be built around a new platform called the Electric Modular Architecture (EMA), while Land Rovers will use the Modular Longitudinal Architecture (MLA) which is more flexible in terms of supporting both petrol and electric powertrains.
JLR Chief Executive Thierry Bolloré said that the Jaguar and Land Rover brands would reimagine modern luxury in two distinct ways.
“Brands that present emotionally unique designs, pieces of art if you like, but all with connected technologies and responsible materials that collectively set new standards in ownership,” Bolloré said. “We are reimagining a new modern luxury by design.”
But will the big bet pay off? Only time will tell.
