Jaguar's Managing Director, Rawdon Glover, shares insights into this ambitious pivot. Comprehensive research, involving 1,000 potential clients across various regions, guides their new strategy. Through in-depth brand discussions and conjoint analysis, Jaguar aims to justify the Type 00's proposed £120,000 price tag. This approach targets higher profit margins over sheer sales volume, with some embracing the vision with enthusiasm while others remain doubtful.
It's not just about the cars. Jaguar aims to completely redefine its brand and ownership experience. Dealers will offer a high-end presentation, integrating art collaborations and gourmet offerings to attract potential buyers. Owners will join an exclusive community, gaining insights from designers and engineers through podcasts and storytelling.
Jaguar plans to ease servicing difficulties; their cars will automatically schedule service appointments. Furthermore, temporary replacements will match the customer’s vehicle, rather than providing an off-brand substitute.
Glover explains why previous strategies, focused on competing within the premium market, failed. Larger competitors had an advantage with more resources and economies of scale. Shifts in Chinese preferences towards local high-tech brands reinforce Jaguar’s pivot to a high-end boutique strategy.
Despite past missteps, Jaguar remains a valuable brand. Its heritage, celebrated through figures like George Best and Steve McQueen, holds immense potential. The new platform will offer distinct proportions and performance, setting it apart from models like the Range Rover.
There is skepticism about the market for £120,000 electric vehicles. Jaguar aims to fill a unique space between premium and ultra-lux brands, emphasizing design appeal over powertrain specifics. The Type 00 promises not just a stunning road presence but a fresh perspective on electric vehicle design, avoiding the typical ‘bar of soap’ look.
The Type 00 launch in 2026 foresees the next wave of electric vehicle adoption. While the market may seem stalled, Jaguar is betting on the timeless appeal of beautiful design and brand resonance over electric novelty.
Summary: Jaguar is set to transform with the Type 00, offering not just a high-end vehicle but a fully revamped ownership experience. By betting on distinctive design and customer engagement, the new strategy aims to carve out a niche in the luxury electric market by 2026.
