Jaguar is in the midst of a major brand shift. Managing director Rawdon Glover provides some details about what that shift looks like. The automaker will target more affluent buyers and more luxurious segments. Early this month Jaguar said it would kill off its entire lineup, save for the F-Pace SUV, by the end of the year. That sort of change doesn't come lightly but the writing was on the wall for Jaguar. Its boss said the shift was due to close to zero profitability.
Going for volume didn’t work, Glover admits. Jaguar offered five different vehicles this year and all started at or well below $77,900. Glover says the new cars will have huge presence to the point that they'll likely polarize. “ has to be hugely desirable... No one wants a $100,000 EV just because it’s an EV.” That certainly makes sense. Several companies out there are trying, and often struggling, to sell high-priced vehicles regardless of their propulsion type.