All of the new creations will sit on a bespoke-EV platform called Jaguar Electrified Architecture (JEA). Nick Collins, JLR’s executive director of vehicle programmes, said: “JEA is being developed specifically for the exuberant Jaguar brand. There’s not a single vehicle architecture anywhere in the world that could create something as exuberant as what Gerry and the team have created.”
As part of JLR’s reorganisation, Jaguars will only be sold alongside Range Rover, Defender and Discovery at selected retailers, although the brand could also be positioned at standalone boutique sales points – a tactic that’s already being employed for the luxury SUV brand.
The first model’s named price point is around £90,000, and JLR’s chief commercial officer Lennard Hoornik confirmed to Auto Express that this will be the entry point for the brand. “It’s definitely a ‘prices from’ situation,” he said. Hoornik added that the second and third models in the new range would arrive in reasonably short order after 2025.
JLR’s overall ambition for Jaguar is to move it upmarket, even if it means reducing its sales volumes (an overall figure of 50,000, matching the Range Rover, is said to be at the higher end of the potential numbers). McGovern said: “It’s not that designs were bad over the past 20 years; it’s more that the strategy was about creating more universal appeal, and competing with mainstream premium products. This made Jaguar more normal. We’ve decided we want to go back to the future, to being a copy of nothing – a complete reimagining.”
The only existing car that will stick around into 2025 is the F-Pace – Jaguar’s current top seller.
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