Jaguar to reposition brand upwards


Jaguar is to reposition itself to compete with brands like Aston Martin, Bentley and Maserati, rather than the high-volume German brands it currently competes against, writes Brian Byrne.

To do so, it will refrain from introducing any new models until 2025, when it plans to become an all-electric vehicle brand. All the current models will be phased out by that time. At the moment, the company has one battery-electric car, the I-Pace.

Jaguar's boss Thierry Bollore stunned the industry last February when he announced the all-electric ambition. Rather than adapting existing models, the company also scrapped plans for an electric XJ and a new crossover to be called the J-Pace.

The Jaguar EV platform will be separate from the Land Rover MLA platform designed for both hybrid and battery-electric vehicles.

 

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