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Jaguar Abandons Volume Play to Recast Itself as Ultra-Premium EV Brand

Executives say a smaller, higher‑priced EV range will rebuild margins to refocus the brand.

Overview

  • Managing director Rawdon Glover said competing in the volume premium segment against German rivals “didn’t work commercially.”
  • Jaguar targets a UK average transaction price near £120,000, with the launch edition of its new electric GT around £140,000.
  • The first model is a low‑slung, four‑door fastback previewed by the Type 00 concept, using a tri‑motor setup of about 1,000 hp on a new electric architecture.
  • Prototype reports cite three‑chamber air suspension and an estimated ~120 kWh battery, with early ride impressions claiming refinement beyond current luxury EVs.
  • Glover signaled a condensed lineup clustered at similar price points, as observers flag market‑timing risks in the U.S. and Europe and see potential upside in China.