Jaguar has a plan to ensure its survival in an industry in full transition to electric mobility: the British firm will leave the premium sector in the middle of the decade, transforming itself into a luxury firm at the level of Bentley. Although it will have a lower production volume than it does today, the profit margin will be much higher.
From 2025, Jaguar will only sell electric cars. The company plans to launch three sporty crossovers, some of which will cost more than 100,000 pounds (115,659 euros). All of them will sit on a new platform developed with Magna: Panthera, which will make extensive use of aluminum.
Jaguar’s smallest proposal will have dimensions similar to those of a Porsche Taycan Cross Turismo. It will be available in three-door and five-door bodies, both of which will be sold as separate models. Its starting price will be between 80,000 and 90,000 pounds (92,527-104,093 euros). It will be available in rear-wheel drive and all-wheel-drive versions.
The flagship will have a battle 20 centimeters longer, and although its rates should be around 120,000 pounds (138,926 euros), in its SVR variant it could go to more than 200,000 pounds (231,542 euros). While the two access models will fit into the E segment, the latter will compete in the F segment, indirectly replacing the missing XJ.
The new electric Jaguars will use the Panthera platform
Jaguar Land Rover board member Nick Collins gave details of the new models during a recent interview. “I recognize that we have been deliberately silent. If you think of us as a total business [Jaguar Land Rover], over the past year we’ve been through massive activity with the Range Rover, Range Rover Sport, and Defender 130; From a public perspective, we wanted those models to have their moment. That doesn’t mean we haven’t been working hard on Jaguar’s plan and its execution.
We are on the right track and have a significantly faster schedule than ever before. That’s something we’re doing across the business, not just at Jaguar. We’re reimagining the development process, not just in engineering, but as cross-functional teams: we’re operating in a fundamentally different way through our development process that allows us to go considerably faster.
[Jaguar] will be a brand respectful of its rich past, but not tied to it; we’ve used that formula in the past with the Defender. We are designing a bespoke architecture for Jaguar. That’s the only way we can make sure we deliver on the design vision for the brand that Gerry [McGovern, creative director of Jaguar Land Rover] and his team have created, which will look like nothing else.
We have a very diverse team working on the future of the brand and we have deliberately locked them in a different part of the building here at Gaydon. They act, behave, think and live differently: it is about starting from a blank page. We have put them in a different environment to allow that diversity to come to the fore to make sure they are not restricted by any traditional, business, or industry thinking. You are going to see the first of the new Jaguars before the end of 2024, and it will be delivered to customers in 2025. ”