Jaguar is on a mission to reconnect with its roots while innovating for the future through a transformative rebranding. The leadership aims to "take Jaguar back to its original habitat" and break away from imitating others to create a unique identity.
Jaguar expects that 90% of its future customers will be new to the brand—wealthier, younger, and urban-oriented individuals. This focus brings a significant price hike, with prices doubling from around $60,000 to $120,000 or more.
The brand is committed to an all-electric lineup by next year, beginning with a luxury battery-electric vehicle slated for 2026. These new EVs will replace traditional models like the XE, XF, and F-Type, representing a pause before an electric revival.
The first EV concept from Jaguar will be unveiled at the Gaydon Centre during Miami Art Week. This event marks a strategic shift towards "modern luxury" and "exuberant modernism," targeting those active in a vibrant "digital ecosystem."
As Jaguar transitions to electric, its global retail presence will likely shrink from 1,100 dealers to focus on exclusive showrooms that engage this new audience. Although US sales have fallen from 60,000 in 2002 to under 9,000 in 2023, the brand's profitability remains stable amid this comprehensive transformation.
Jaguar's new era, defined by "fearless creativity" and a focus on value over volume, aims to inspire and delight a new generation of luxury enthusiasts. Ahead of industry trends, Jaguar is at the forefront in moving away from gasoline.
Jaguar's parent company plans a $5 billion EV battery plant in Somerset, strengthening its distinct all-electric roadmap as it approaches its 90th anniversary. By capturing the dreams of a youthful, aspirational market, Jaguar aims for lasting success in an evolving automotive landscape.
Jaguar is revamping its image with a high-priced, all-electric lineup targeting a new, affluent, urban customer base. By 2026, it aims to sell not just cars, but aspirations, while committing to a sustainable future amid industry-wide transformations.
