With a major brand shift on the horizon, Jaguar is focusing all its efforts on EVs
, announced earlier this year, will see Jaguar go upmarket as it attempts to complete both a switch to electric and a segment shift. No longer satisfied with competing against the likes of Audi, BMW, and Mercedes, the British brand wants to enter Bentley territory.
Until then, Jaguar will reportedly lean entirely on its existing range of vehicles and will simplify engine and equipment offerings. With much of the range having been recently updated, it seems that it is hoping it can coast for the next three years.Jaguar’s Reinvention As A Super Luxury EV Brand Will Bring Bentley And Porsche Price Levels
Le Monde reports that no factories will be closed in that time, but the workforce may have to be shrunk. We have reached out to Jaguar for comment and will update this story when we receive a reply. To be sure, Jaguar’s “Reimagine” strategy will be a dramatic one. Its new, all-electric lineup will consist of two crossovers and a two-door coupe. The least expensive vehicle offered will start at nearly £100,000 and all will offer “modern luxury.”
The strategy, being set by JLR’s new CEO Thierry Bollore, has already led to several dramatic decisions. Since his arrival, Bollore already