Jaguar managing director Rawdon Glover has expressed frustration over the brand’s lack of new releases as it gears up to become an all-electric, super-luxury carmaker. Back in 2021, Jaguar announced plans to dramatically reinvent itself, with no new models set to launch for the next five years as the company undergoes a complete overhaul. Nevertheless, the Cadillac rival is poised to unveil a new concept car sometime this winter that will provide a look at Jaguar’s new design direction and forthcoming “brand world.”
“It’s been hugely frustrating – saying we’re going all EV then ‘nothing’,” Glover told Top Gear in a recent interview, referencing Jag’s ongoing EV transition. Despite the frustrations, Glover admits that Jaguar needs a dramatic reinvention just to stay afloat. Part of that reinvention is a more consolidated lineup of upmarket vehicles, transforming into a high-end, EV luxury brand and attracting buyers willing to pay upwards of “£120,000” (US$157,032 at current exchange rates).
“We need to take [the brand] back to when we made beautiful desirable cars, not in huge numbers and not having huge numbers [of models] in the portfolio. Until recently we were up to six or seven models.”
Despite a five-year transitionary period in which Jag won’t have anything new to offer, the Cadillac rival is poised to unveil a new concept later this year. When Jaguar does finally relaunch, the first model expected is a four-door fastback, followed by two SUVs. The first production car is also expected to have an all-electric range of 430 miles (700 km).
Though Jaguar will stop selling current models like the F-Pace by November of 2024, Glover emphasizes that the company is undergoing a long-term reinvention, with a discernible “firebreak” between the company’s current state and forthcoming reinvention. The plan also includes the integration of various EV services, such as bespoke charging wallboxes. However, Glover stated that there were no intention to build a Tesla-style charging network, although customers will have aggregated charging options, including access to the Tesla Supercharger network.
Meanwhile, Cadillac recently changed course on its all-electric plans, reversing tack on its trajectory to transition fully to EVs by 2030 to instead offer a mix of internal combustion engine (ICE) products alongside various EV offerings to provide customers with the “luxury of choice.”
Comments
….because they can’t find a way to make EV’s leak oil.
It’s going to take 5 years but they will make it happen.
👍🏻
From someone that has had many Jaguars and owned a British car repair shop you are right on point! Don’t forget about Lucas electronics. Ha-ha
Customers are frustrated, too. We’re tired of the EV push.
“We’re tired of the EV push”.
Oh, I understand that you’re old and tired, but speak for yourself.
It is an amazing time when we have so many choices from diesel, gas to PHEV, Hybrid, EV.
Tings are changing for better or worse, don’t worry, be happy.
How do you know his age champ?
You sound like the angry old man.
Lol
Just by reading my comment you can understand that I welcome the change / progress and I am optimistic about the future of automobiles. So I am not tired, old or angry.
But I am getting tired of reading the same stereotypes every time there is an article about EV’s or Mary Barra.
That’s not frustrating…that’s suicidal. I’d be amazed if Jaguar makes it after their decision…
If I was running Jaguar I would make Modern BEV renditions of the old highly coveted Designs from their History.
That will sell like Hotcakes. Make modern and extremely luxurious interiors
Start with the Mark II (1960’s Design) and then add the E-Type sports car/convertible
Then add a Crossover and see where that takes you
Go after Bentley and Rolls but at a much lower Price Point
This is mismanagement at its best, similar to the our government’s EV and mileage demands.
This will kill them…
There will be NO Market for $150,000 Jag EVs.
They are considered a mid-Tier luxury brand at this point. Infinity/Low end Lexus are their competitors. They can’t just snap their fingers and say ‘We are crazy expensive and desirable now!’
They are currently selling in the US, volume wise, about a third of what they were selling pre-covid. It looks like China is about the only market where they’ve been able to hold anywhere close to pre-covid sales numbers. They are going to have to do something between now and 2026 or they are going to burn through a ton of cash.