Jaguar Goes Electric by 2025
- Jaguar, the British carmaker, announces a significant transition to go all-electric by 2025.
- The move marks a shift towards becoming an electric-only brand.
- Customers can expect an all-electric and likely expensive lineup from Jaguar in the near future.
Jaguar is making a significant leap into the world of electric racing with its participation in a global single-seater series, highlighted by its presence in the prestigious Monte Carlo race. This strategic move not only showcases the Jaguar brand in a glamorous setting but also reinforces its commitment to producing fast and desirable vehicles. The challenge lies in reinventing a brand with a storied history while balancing heritage with innovation, a task that new leader Glover is keenly aware of. Glover emphasizes the importance of drawing inspiration from Jaguar's past, particularly the bold design ethos of the 1960s, epitomized by the iconic E-Type. He believes that the essence of Jaguar lies in creating cars that are not just needed but desired, stating, “We made cars you didn’t necessarily need, but actually you just wanted.” The goal is to craft “hugely desirable cars, beautifully executed,” positioning Jaguar within JLR’s new House of Brands alongside Range Rover and Defender. The company aims to elevate its brand desirability to justify higher price points, drawing parallels to the successful transformation of the Defender. Glover notes that the Defender's average selling price has surged from £30,000 to six figures, reflecting a shift in consumer perception and demand. As Jaguar prepares to unveil its first four-door GT later this year, its recent success at Monte Carlo serves as a promising sign for its future as a leader in electric vehicle manufacturing.