- Photo credits Jaguar

Jaguar will move upmarket with prices similar to Bentley's

The English brand is now targeting the ultra luxury

6w ago
9.7K

Jaguar will become a fully electric brand from 2025. This metamorphosis will not be without consequences on the price of the models, which should literally explode due to the cost of the batteries. Jaguar's CEO Thierry Bolloré makes no secret of the fact: in the future, the cheapest Jaguar is expected to cost around £100,000 (€117,000/$140,000).

The most expensive models will be priced up to £200,000 (€234,000/$280,000), which will put Jaguar directly in front of prestige manufacturers such as Bentley and Porsche. The challenge will be significant as customers are becoming particularly demanding at this price point and are looking for the very best in quality.

To enter such a competitive segment, a real transformation will have to be undertaken. As a result, all the models in the current Jaguar catalogue will be abandoned, with the exception of the I-Pace electric SUV, which will have a successor. The future range of the British brand will be composed of two SUVs and a coupe that could be inspired by the mythical E-type.

Photo credits Jaguar

Photo credits Jaguar

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Comments (20)

  • Sad times. I don’t think this will work for Jaguar. We will loose some of the old school charm of the older models. Come on Jaguar, you know your market position so stay there.

      1 month ago
    • I agree, a large proportion of sales from Jag at the moment contain the XE and E-Pace. If Jag move further up market, they will likely lose these buyers 😥

        1 month ago
    • Definitely. And I think Bentley will outplay Jag. Especially with VW Group behind then.

        1 month ago
  • That's too bad. I've always thought of Jaguar as the affordable alternative to Aston Martin.

      1 month ago
  • So no more sports cars like F-Type or XK? I hope they still make at least one sports car, even if it has to be EV only. (Edit: I just read the bit about the Coupé, so maybe they will have one sports car or GT 2 seater car. There were rumours a few years ago about the XK returning as Jaguar wanted a 2+2 alongside the F-Type, perhaps that might work out).

      1 month ago
  • For us lot to sit around pretending we know what this will for Jaguar is unwise in most cases, so let me just say I'm very looking forward to an even more elegant and elite brand under the wing of the Jaguar name.

      1 month ago
  • This will be the death of Jaguar, why would you pay this much money for a Jaguar when you can have an Aston, Bentley or other high end premium mainstream prestige models. This won’t work.

      1 month ago
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