Jaguar to reinvent itself as a super-luxury EV brand06/24/2021
Jaguar is said to be working on three all-new models which will be priced closer to the Bentley range.
Jaguar is said to be working on reinventing itself as a more upmarket brand. According to a media report, as per JLR CEO, Thierry Bollore’s new strategy, the company will soon be positioning itself as a rival to Porsche & Bentley, moving away from its current rivals – Audi, Mercedes-Benz & BMW.
Reports suggest that the company will be introducing a completely new all-electric model range, scheduled to arrive from 2025. It will likely comprise of three all-new models, including two crossovers and a sporty 2-door coupe.
All the models will be positioned as a luxury offering, with prices said to start at around 100,000 Euros. Bollore is also said to have confirmed that the design work for the new family of Jaguars has already been signed off. The company is now said to be in the process of developing an all-new electric platform.
Reports also stated that there will be only one car that will overlap between Jaguar’s current lineup and its upcoming model range – the I-Pace. Bollore stated that while the new model range will feature a different platform, the I-Pace will be used as a test bed for developing new technologies, which will debut on the upcoming models.
Bollore also stated that while Jaguar and Land Rover can co-exist, the positioning of the former will be distinct. Reports suggest that Jaguar aims to offer models which are luxurious, but at the same time attract substantial customers to achieve volume as well.
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