Jaguar’s Reinvention As A Super Luxury EV Brand Will Bring Bentley And Porsche Price Levels

Jaguar will move upmarket with a fully electric range from 2025, as a part of the “Reimagine” strategy set by Jaguar Land Rover CEO, Thierry Bolloré. As he revealed during his interview with AutoExpress, the cheapest Jaguar will start “not far from £100,000 ($140,000)” reaching closer to Bentley territory and moving away from its current rivals Audi, BMW, and Mercedes-Benz.

The new model range will consist of two electric crossovers and a sporty two-door coupe.The only car that will overlap between the current and the future range will be the I-Pace, which was Jaguar’s first fully electric model. However future models will be based on a different platform, with the CEO actively looking for a suitable architecture.

Read: Jaguar Land Rover CEO Admits Reliability Issues Have Cost The Company 100,000 Sales Per Year

While the underpinnings are not yet decided, the design of Jaguar’s new model range is already in place, under the direction of chief designer Gerry McGovern. “Bolloré wants Jaguar to offer “modern luxury” and differentiate itself from competitor brands. As a fitting example, he mentioned the E-Type which looked like nothing else in the market when it first rolled out.

Speaking about the current range – that consists of the XE and XF sedans, the E-Pace, F-Pace, and I-Pace SUVs, and the F-Type sportscar -Bolloré said they are beautiful cars, but prospective buyers go for Audi or BMW models instead which happens due to the brand’s positioning.

Read Also: Jaguar Is Done Chasing BMW, Now It’s After Porsche And Bentley Blood

Changing the positioning of Jaguar in a competitive market won’t be an easy task. Luxury automakers like Bentley, Rolls-Royce, and Maybach are being backed up financially by the VW Group, BMW Group, and Mercedes-Benz accordingly. Jaguar Land Rover, on the other hand, might be owned by Tata Motors, but they will need to achieve the same level of quality and refinement with a much smaller investment. The new CEO recently admitted that they need to fix the image of the brand addressing the quality and reliability concerns of the previous years.