Jaguar, the Indian-owned British car company, is set to undergo a major transformation as it plans to kill off most of its current models and rebuild itself as an all-electric brand. The decision comes as Jaguar admits that its current lineup, with the exception of the F-Pace SUV, is close to zero-profitability. The company plans to unveil an electric four-door GT concept in December, which will serve as the flagship for its future offerings. The production version of the GT is rumored to have impressive specs, including 435 miles of range, over 575 horsepower, and fast charging capabilities.
However, the production version of the GT won’t be available until 2026, meaning that Jaguar won’t be launching or selling any new vehicles for a year in certain European markets and the UK. While customers will still be able to buy used Jaguars and aftersales parts, there will be a period where new Jaguars won’t be available. This move is part of Jaguar’s strategy to focus on value over volume, pushing the brand into a more expensive, premium market.
Jaguar believes that it can differentiate itself in the electric vehicle market through its exclusivity and design. While other premium European brands are starting to cool on the EV market, Jaguar sees an opportunity to stand out with its unique designs. According to Jaguar’s managing director, Rawdon Glover, many premium electric vehicles all look similar because they prioritize range and aerodynamics. Jaguar aims to challenge these conventions and create electric cars that have distinctive and eye-catching designs.
The new electric Jaguars will reportedly look unlike anything else on the road or previous Jaguar models. Even the iconic “Leaper” hood ornament will be redesigned. However, there are rumors that the new electric Jaguars may lack rear windows, similar to the Polestar 4. Despite the potential challenges and risks of taking a year off to rebuild, Jaguar is confident in its strategy and believes that it can successfully navigate the EV market by offering unique and premium electric vehicles.
In conclusion, Jaguar’s decision to kill off most of its models and transition to an all-electric brand is driven by the need to improve profitability and focus on value. By taking a year off to rebuild and develop new electric models, Jaguar aims to differentiate itself in the EV market through exclusivity, distinctive design, and a push into the premium segment. While the decision may seem risky, Jaguar is confident that it can successfully navigate the changing landscape of the automotive industry and emerge as a leader in the electric vehicle market.
