JLR insider claims that the company plans to take Jaguar upmarket, transforming it into a rival to the likes of Bentley and Aston Martin.

JLR’s EV Plan For Jaguar Could Make Or Break The Automaker

BY BRAD ANDERSON | POSTED ONFEBRUARY 23, 2021 30 FacebookWhatsAppMessengerTwitterRedditPintere

stJaguar Land Rover’s recent announcement that Jaguar will morph into an EV-only brand from 2025 is being viewed as a last-ditch attempt to save the famed British automaker.



It has been confirmed that all future Jaguar models introduced from 2025 will share the same platform but at this stage, it is unclear just what form these models will take.

During a recent presentation confirming the EV-only strategy, new Jaguar Land Rover boss Thierry Bollore stated that the company will take full advantage of the resources from Tata Group. He added that JLR’s chief creative officer Gerry McGovern will be tasked with defining a new design language for Jaguar.

Read More: New Jaguar XJ Canned At The 11th Hour As New Boss Reveals Sweeping Electrification Plans for JLR



It has been confirmed that the all-electric XJ project has been killed off and Auto News also reports that the planned three-row J-Pace has also been axed.

Speaking with the media, Bollore said that the company will move away from SUVs, an intriguing statement given the car industry’s shift away from sedans towards SUVs and crossovers. This has concerned some Jaguar dealers, with one contacted by Auto News claiming the plan could spell the end of the road for Jaguar.

At least one JLR insider claims that the company plans to take Jaguar upmarket, transforming it into a rival to the likes of Bentley and Aston Martin. A statement from JLR spokesman Stuart Schorr fails to shed light on exactly what the company is planning.

“By the middle of the decade, Jaguar will have undergone a renaissance to emerge as a pure-electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies,” Schorr said. “For Jaguar, we will now continue to work, including with our retailers, to fully prepare for that next generation of the brand, while we also go to market with the current new Jaguar lineup to 2025.”

 

I see, so they are going with Gnomes three-phase business plan.

 

Wow... Ok.
So the new CEO is going UpMarket EV.
Perhaps an electric XJ with tons of leather and long wheel base?
Perhaps an electric F-type-like-thing with launch control and LED lights everywhere?

An other good market niche could be a two door GT car like the PoleStar 1?
But dropping the SUV market seems like giving up on some good sales...
As the Jaguar SUV is a good looker and decent seller at this point.

Ah well.. at least we have a descent Jag in our garages.

 

Even the 'Upper Crust" automakers are going SUV.

Many are hedging bets by including electric or hybrid sports/specialty cars. (But, how did the 'exotic' i8 work out for BMW?)

I believe that the automotive landscape is going to change quite a bit in the next decade (as it did after the Great Recession, a dozen years ago.)

 

Yeah well I suppose Jag has been producing some fantastic cars - every one of the current drop is brilliant to drive except maybe the ePace which is still not bad, and they are all beautiful to look at - but they cant convert that into mass market appeal, what's the point swimming against the tide?

If they cant turn a buck with the mass market, maybe it makes sense to pull out of that, leave the SUV's to LR, and focus on a niche. I agree with Carbuff, but I reckon in 5 years time we will be concerned buying petrol as their days will be numbered, and emissions (turbo everything) and transmissions (try finding a slushbox or a manual) will have ruined the fun anyway.

 

It worked so well for Andy Palmer so what’s not to love.....oh yah he is out of a job.