Jaguar knows its dramatic reinvention won’t win everyone over, but the British brand says carrying on as before simply wasn’t an option.
For years, Jaguar struggled to keep pace with BMW, Mercedes-Benz and Audi. According to managing director Rawdon Glover, making small changes to the existing lineup was no longer enough. “It wasn’t sustainable for us to continue as we were,” he said, explaining why Jaguar chose a much bigger reset.
The result is a completely new direction. Jaguar is moving upmarket with an all-electric lineup aimed at wealthier buyers, starting with the striking Type 01 grand tourer. Rather than chase high sales volumes, the brand wants to sell fewer cars at considerably higher prices.
That also meant effectively wiping out its previous range. It’s a risky move, but Jaguar clearly believes another round of updates would only delay the inevitable.
There are early signs of interest. More than 50,000 people have reportedly registered interest in the Type 01, with Jaguar saying around 80 percent are new to the brand.
Still, interest is one thing. Convincing those people to actually buy an expensive new Jaguar will be the real test.
Source: Drive
