Jaguar is set to introduce a high-end electric sedan as part of its three-vehicle brand transformation, according to a report from Autocar that cites an individual acquainted with the strategic agenda.
The restructuring initiative, dubbed “Reimagine” and unveiled in 2021 by the brand’s former CEO Thierry Bollore, entails a complete overhaul of Jaguar’s existing vehicle lineup. The new strategy will replace the current models with three electric vehicles that are slated to be priced higher than any existing offerings from the automaker.
The first among these next-generation Jaguars is slated for a 2025 release. The brand has officially identified this vehicle as a stylish four-door grand tourer.
Contrary to prior speculation that the grand tourer would be succeeded by two SUV models, the Autocar article suggests that only one such SUV is in the pipeline. This mid-sized SUV aims to compete with luxury models like the Bentley Bentayga and Range Rover. The third vehicle to complete the lineup will be the aforementioned premium electric sedan.
All three upcoming models are expected to utilize a specialized electric vehicle platform known as JEA (Jaguar Electric Architecture), which the brand has previously confirmed for its grand tourer.
While there is a surging demand for SUVs across market segments, Jaguar aims to differentiate itself by focusing on niches that are currently unaddressed by other brands under the JLR (formerly known as Jaguar Land Rover) umbrella—such as Range Rover, Discovery, and Defender. Jaguar’s strategy to shift towards lower-volume but higher-margin vehicles enables it to target such segments effectively.
The brand’s decision to include two sedans in its future lineup is not entirely new. Jaguar had considered similar strategies in the early planning stages for the XJ model last decade. During that time, the automaker examined the possibility of introducing two distinct body styles—a sporty, coupe-like design targeted at performance enthusiasts, and a more spacious three-box design aimed at affluent Chinese consumers who have a preference for being chauffeured.
Frequently Asked Questions (FAQs) about Jaguar brand transformation
What is the purpose of Jaguar’s brand transformation?
The purpose of Jaguar’s brand transformation, known as “Reimagine,” is to overhaul the automaker’s existing vehicle lineup. The strategy involves introducing three new electric vehicles that are targeted at higher price points compared to the existing models. This is in line with the brand’s shift towards lower-volume, higher-margin vehicles.
When is the first new Jaguar vehicle expected to launch?
The first new vehicle under Jaguar’s brand transformation is expected to launch in 2025. It has been officially described by the brand as a stylish four-door grand tourer.
What types of vehicles are included in Jaguar’s new lineup?
The new lineup under the brand transformation includes a four-door grand tourer, a mid-sized SUV targeting luxury models like the Bentley Bentayga and Range Rover, and a high-end electric sedan.
What is the JEA platform?
JEA, or Jaguar Electric Architecture, is a specialized electric vehicle platform that Jaguar has developed for its upcoming electric vehicles. All three new models are expected to utilize this platform.
How does this transformation affect Jaguar’s positioning among JLR brands?
Jaguar’s new strategy focuses on niches that are currently unaddressed by other brands under the JLR (formerly known as Jaguar Land Rover) umbrella. While there is a growing market demand for SUVs, brands like Range Rover, Discovery, and Defender within JLR already cover this segment extensively. Jaguar aims to fill gaps in market segments where these other JLR brands are not present.
Was there a change in the planned vehicle types based on earlier speculation?
Yes, earlier speculation suggested that the grand tourer would be succeeded by two SUV models. However, according to a report by Autocar, only one such SUV is in development, with the third vehicle being a premium electric sedan.
Has Jaguar explored the idea of having two sedans in its lineup before?
Yes, in the early planning stages for the XJ model last decade, Jaguar considered introducing two distinct sedan body styles. One was a sporty, coupe-like design targeted at performance enthusiasts, while the other was a more spacious three-box design aimed at affluent consumers who prefer to be chauffeured.
More about Jaguar brand transformation
- Autocar Report on Jaguar’s Brand Transformation
- Jaguar’s Official Reimagine Announcement
- Overview of JLR Brands
- Introduction to Jaguar Electric Architecture (JEA)
- Analysis of Luxury SUV Market
- Previous Jaguar XJ Models