Jaguar Plans To Move Upmarket & Abandon Their Current Models From 2025 Onward

Jaguar CEO Thierry Bollore wants to focus on bringing the brand upmarket in 2025 to focus on competition such as Bentley and Porsche.

Jaguar's CEO Thierry Bollore recently sat down with car news website Autocar and spoke in length about his plans to push Jaguar to a more upmarket position, as well as going fully electric.

Unhappy with the current sales and lineup of vehicles they have, he wants to push Jaguar vehicles to extreme prestigious territory. Competing on the same levels as Porsche, Aston Martin and Bentley.

Bollore says that by 2025 vehicles from Jaguar will cost between £100,000 to £200,000 and the range of models available will be fully electric. Their current models will be retired from 2025 onwards, except for the Jaguar I-Pace which is going to be updated for the next generation of prestige vehicles.

Why is Jaguar doing this? 

The Jaguar CEO wants to rebrand Jaguar as a prestigious brand and not one you see on the road every day. They already have excellent sales from the Land Rover brand and want to create “distinct cars with no overlap”, says Bollore.

He goes on further to say “really modern luxury cars that are the copy of nothing in style or design, the top of technology and refinement, but not looking backwards”

The rebranded Jaguar will “not be looking for volume” but rather exceptionally produced machines that occasionally sell to wealthy customers.

On why such a drastic change is needed, Bollore says: “The cars have never been as good as in 2021, but the positives of the brand aren’t appreciated compared with the competition".

"Today, when you listen to customers, they see a Jaguar, like the car and test the car, and they still go and buy an Audi or a BMW. That’s the problem. People buy the originals, then. We aren’t the originals. We have to get the positioning of Jaguar much different, higher and more original.”

What will happen to the current Jaguar models?

Unfortunately by the sounds of it, Jaguar aims to abandon development on the current models by 2025. They will continue to update the current models until then but will not develop any new ones. Only the I-Pace is looking like it will survive, albeit being redesigned into an expensive prestige car.

Their sights are firmly set on having a fully electric range by 2025, which will be within the cost range of £100,000+ and will be low volume sales luxury vehicles.