In a recent interview with AutoExpressJaguar Land Rover CEO Thierry Bolloré has revealed that the feline brand wants to make the leap to a higher category. As part of the automaker’s ‘Reimagine’ strategy, the new Jaguar range will start at a price point close to £ 100,000.
In exchange, this supposes a price of about 117,120 euros, figures in which the luxury models move. In this way, Jaguar would move away from its current rivals Audi, BMW and Mercedes-Benz to get closer to Porsche and Bentley. And it will with fully electric vehicles from 2025, which will be developed on a new platform.
The new model range will consist of From crossovers electrical and a sports coupe two-door. The only car that will overlap between the current and future ranges will be the Jaguar I-Pace, the first fully electric model from the British company. For the rest of the models there will be a new platform with the appropriate architecture.
As Bolloré points out, “Today when you listen to customers, they see a Jaguar and they try it, but they go and buy an Audi or a BMW. That’s the problem, people buy the originals. We are not the originals. We gotta get that Jaguar’s positioning is very different, higher and more original«.
What will the new Jaguar range be like?
While the fundamentals of the new architecture have yet to be decided, the design of Jaguar’s new model range is already well advanced under the direction of the chief designer. Gerry McGovern. Bolloré wants Jaguar to offer modern luxury and further differentiate itself from competing brands.
The basic problem of the company, according to Bolloré, is that its current range, made up of the Jaguar XE and XF, E-Pace, F-Pace, I-Pace and F-Type, is that they are attractive cars, but the brand positioning and quality make buyers finally bet on Audi or BMW, which is costing them at least 100,000 annual sales.
The CEO believes that «dramatic improvements” Y changing Jaguar’s positioning will not be an easy task. Manufacturers such as Bentley or Rolls-Royce have the financial backing of the Volkswagen Group and the BMW Group. Jaguar Land Rover, owned by Tata Motors, will need to reach the same level with a much lower investment.
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