It’s been five years since Jaguar announced its shift to electric, and the wait has been nothing short of agonizing.
Jaguar is in the midst of a major transformation as it prepares to go all-electric by 2025. However, this transition has been anything but smooth, with the brand’s managing director, Rawdon Glover, describing the process as “hugely frustrating.” The frustration comes from Jaguar announcing its move to EVs back in 2021 but having no new cars to show for it yet. After five years of waiting, Jaguar is finally set to reveal its new electric lineup, with the first concept expected to debut this winter.
The new lineup will kick off with an electric four-door grand tourer, followed by two SUVs. The first model is expected to have an impressive range of 430 miles (700 km) on a single charge. Jaguar is also working on scaling down its portfolio, aiming to return to its “spiritual home” of three core models. This means no entry-level models or hypercars—Jaguar is shifting its focus to the high-end, competing with brands like Bentley.
This reinvention is part of a larger strategy called Reimagine, where Jaguar aims to elevate itself from the premium segment to the super-luxury market. According to Glover, the carmaker wants to produce fewer but more expensive vehicles, with a target price tag of around £120,000. He emphasized the importance of creating “beautiful, desirable cars” that inspire the same level of luxury appeal seen in brands like Range Rover.
While Jaguar works on its new electric models, it will phase out its current lineup. The F-Pace SUV will remain in production until November 2024, making it the last combustion-powered model in Jaguar’s lineup. Other models like the XE, XF, E-Pace, and the electric I-Pace will end production soon as the brand focuses on its new direction.
One challenge Jaguar faces is building the infrastructure around its EVs. Glover acknowledged that the brand needs to develop a suite of EV services to support its customers. He mentioned that Jaguar is working on designing a home charging wallbox to avoid the dissatisfaction seen with third-party suppliers. However, unlike Tesla, Jaguar has no plans to build its own charging network. Instead, it will offer customers access to a range of public charging stations, including Tesla Superchargers, through an aggregated membership program.
Jaguar’s journey hasn’t been easy, and the brand admits there’s no playbook for a transformation like this. No carmaker has stopped selling cars for a year and then re-emerged as a super-luxury brand, but that’s exactly what Jaguar intends to do. Glover is optimistic, believing that Jaguar’s bold reinvention will help it stand out in the increasingly competitive EV market.
The British manufacturer’s future hinges on the success of this transition, but with high-end EVs and a clear focus on luxury, Jaguar is betting that it can make a strong comeback. While the world is still adjusting to electric vehicles, Jaguar’s shift to fewer, more expensive models may just be the strategy that helps it carve out a new niche in the luxury car market.
