Jaguar’s Electric Revolution
On November 19, 2024, Jaguar sent shockwaves through the automotive world and beyond. The British luxury automaker, known for its iconic sedans and sports cars, didn’t unveil a new model, but rather, a new identity. They revealed a refreshed branding strategy, complete with new logos, signaling a departure from its past.
This controversial rebrand, presented in an avant-garde video featuring models but no cars, has drawn mixed reactions. However, Jaguar executives are undeterred, charting a new course.
Jaguar is betting big on an all-electric future.
In a recent interview with British motoring magazine Autocar, Jaguar’s managing director, Rawdon Glover, confirmed the firm’s unwavering commitment to an electric vehicle (EV)-only strategy. He emphasized that Jaguar has “no flexibility” to offer anything other than EVs, such as hybrids, the company’s bespoke electric architecture simply doesn’t allow for it.
“We made the decision back in 2021 to have an electric architecture dedicated to us,” Glover said. “There isn’t the opportunity to put a V8 into it or something else. We’re committed to being electric.”
This decision comes amid a shifting EV market. Some automakers have delayed or canceled EV plans due to fluctuating market conditions. Maserati, for example, reportedly scrapped development of the MC20 Folgore due to a perceived lack of commercial interest.
Despite these challenges, Glover remains optimistic about the luxury EV segment. He believes EVs will be the “right platform” for Jaguar and the “powertrain of choice” long-term, believing advancements in technology and infrastructure will address current limitations, such as range anxiety and charging times.
A Bold New Design
Glover is also confident that the new Jaguar’s design will resonate even with unconventional EVs. The company’s Type 00 (zero zero) concept car, while a departure from traditional Jaguar design, incorporates elements reminiscent of iconic Jaguars, such as a long hood and a “shooting brake” shape reminiscent of the 1960s E-Type.
“Probably more than anything, what we need to do is produce a vehicle that people think is a great car that I really want to own from a brand that I like. The powertrain should be a secondary thing,” he said.
Performance and Price
Speaking about the performance, Glover revealed he tested a new car on the test track at speeds up to 160 mph. According to the publication, the top-of-the-line model boasts 986 horsepower. Glover described the car as one with “stunning speed, acceleration, and performance” but that retains a familiar Jaguar feel.
The new Jaguar is expected to debut to the public by the end of this year with production starting in mid-2026. However, it will not be an inexpensive car. Glover stated that the base price will be around $120,000.
