Jaguar is set to unveil its first all-electric luxury vehicle, marking a significant shift in the brand's strategy towards becoming an ultra-luxury EV manufacturer.
- First electric vehicle planned for launch by mid-2026
- Four-door electric sedan concept to be showcased in December 2024 in the US
- Aims to compete with high-end EVs like Audi e-tron and Porsche Taycan
- Part of Jaguar's broader plan to reposition as a luxury EV brand
Strategic Shift:
- Moving upmarket to compete with ultra-luxury brands like Bentley and Aston Martin
- Phasing out current ICE models, including I-Pace and E-Pace
- F-Pace to be the last remaining current model until early 2025
Future Lineup:
- New electric sedan based on Jaguar Electrified Platform
- Two additional electric SUVs in development (launch dates unconfirmed)
- Focus on high-end, feature-rich, and performance-oriented designs
Market Positioning:
- Starting price expected to be around £100,000 (approximately A$196,000)
- Targeting luxury EV segment rather than mass-market affordability
Challenges and Opportunities:
- Two-year gap in new model releases until mid-2026
- Adapting to changing EV market dynamics and consumer preferences
- Significant investment in new technologies and production facilities
Jaguar's teaser of its first luxury EV represents a bold reinvention of the brand, aiming to establish itself as a key player in the ultra-luxury electric vehicle market. While facing challenges in the transition period, this move positions Jaguar to compete in the evolving high-end automotive landscape.
