Jaguar is undergoing a dramatic transformation, planning to become an all-electric luxury brand by the end of the year. In a recent interview, Jaguar managing director Rowden Glover outlined the brand's ambitious strategy to focus on a high-tech car with a focus on design.
Glover emphasized the need to move away from chasing high sales volumes and instead focus on delivering exceptional luxury and performance. The upcoming electric models will be positioned as premium offerings aimed at affluent customers who prioritize exclusivity and craftsmanship.
Jaguar's first new electric model, the four-door GT, is expected to be unveiled later this year. This car will showcase the brand's new design language, which is characterized by a bold and distinctive style. Glover hinted at a polarizing design approach aimed at creating cars that stand out from the crowd.
To complement the new product strategy, Jaguar will also raise the level of customer experience. The brand intends to create a more exclusive and personalized purchase process, reflecting the premium nature of its offerings.
With this strategic shift, Jaguar aims to reposition itself as a leading luxury electric car brand, competing with the likes of Porsche and Bentley.
By focusing on design, performance and exclusivity, Jaguar hopes to regain its former glory and establish a strong presence in the fast-growing luxury electric car market.