Thursday, February 2, 2023
News Next-Gen Jaguars Going after Bentley Not BMW and Audi

Next-Gen Jaguars Going after Bentley Not BMW and Audi

Big cats going hunting

  • With electric reimagining, brand is moving upscale

  • New CEO blames positioning for sales slump


When Jaguar turns all-electric, it is also planning to move upmarket. The company’s new boss says that the new family of vehicles is already signed off and that this time they’re going after Bentley and not BMW.

The Reimagine strategy employed by new JLR CEO Thierry Bolloré includes taking the brand all EV starting from 2025. In his first interview since taking over the company, Bolloré has told Auto Express more about what the plan entails.

“So first it’s price. Luxury starts not far from £100,000 (CAD 171,000). And then modern luxury, for us, is something which is extremely reductive, which is getting positioned in a way that fits with Jaguar in terms of refinement, in terms of modernity, in terms of engineering, in terms of technologies,” Bolloré said. “When Jaguar was incredibly successful, at the time when the E-Type got onto the market, it was a copy of nothing. That is what we are preparing now.”

The executive said Jaguar’s current cars are beautiful, but blames poor sales on that they are aimed at Audi, BMW, and similar brands. He called it “a real issue in the positioning of the brand.”

Expect a sharp transition between Jaguar old and new, with the instruction to the styling department that they are “totally free to reinvent absolutely from scratch what could be the future Jaguar.” Design work on the vehicles is now complete, he said, and the game is on to find a suitable electric platform. Now the company will need to do that in just a few short years.

 

Trending Now

MINI 2023 Lineup: Models And Changes Overview

The MINI Clubman is no longer available in Canada. Simplified equipment group lineups across the model line. New colours, new features, and of...

2024 Range Rover Velar Gets Facelift, New Infotainment

Subtle exterior updates keep Velar fresh New floating screen and more modern guts for Pivi Pro infotainment The Range Rover Velar is getting a...

The 2024 Cadillac Lyriq will start at $58,590 in the US.

The new Lyriq Tech trim level will be responsible for this $4,400 discount over the 2023 base price. This version will forgo some...

Toyota Says the Grand Highlander will Have a Third Row fit for Adults

The Grand Highlander will be a stretched version of the mid-size SUV. Toyota will unveil this model at the Chicago Auto Show on...

2023 Mercedes-Benz EQE Sedan pricing announced for Canada

2023 Mercedes-Benz EQE fully-electric sedan to start at $85,600 in Canada Three versions will be offered New Mercedes-AMG EQE 4MATIC+ will start at...

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.