Jaguar: Electric future with three models and higher positioning

Thierry Bolloré is also planning to elevate Jaguar for the future, in line with trends from Audi (where the A1 and Q2 are to be discontinued without replacement) and Mercedes-Benz (which might even dedicate itself to luxury without compact models). According to a report by Automobilwoche, Jaguar plans to introduce three electric base models by 2025, unequivocally positioned in the luxury segment. Compact SUVs like the current F- and E-Pace series are no longer planned. And Land Rover will not offer a crossover model, meaning: Shared platforms and thus greater synergies will not be pursued, as this would dilute the brand values too much.

Bold, because Jaguar is now developing its own platform named "Panthera" for its new offerings. The successor to the I-Pace is to be positioned just below the Range Rover in terms of price and performance, but will appear significantly more dynamic and rounded. The brand core remains sports cars: The F-Type successor will remain a sporty-elegant 2+2-seater GT and will be available again as a coupe and soft top. The third core model will be a new XJ, which is supposed to be designed somewhat more compact and dynamic compared to competitors like the Mercedes EQS or Bentley Flying Spur. The XJ was actually supposed to debut electrically in 2021, but the market launch of the almost finished model was stopped shortly before serial production: Allegedly, the luxury sedan became too complex and expensive for owner Ratan Tata to justify. Therefore, the XJ is being replanned.

The future generation of the I-Pace will retain its coupe-like lines. Optionally, two wheelbases and roof shapes are conceivable, which could make an entire model family: from coupe-like-compact to generously long-wheelbase versions.

According to Automobilwoche, the new F-Type is supposed to combine the elegance of the four-seater XJ Coupe "with the dynamism and grandeur of the legendary E-Type" – suggesting a path towards a cruiser, abandoning the crisp-compact nature of the current F-Type.

For this, the future XJ will become crisper: It is to be visually oriented towards the original models of series I to III, which could mean: An interpretation of the dual headlights in the front plus rather steep windows over a slim body. The new XJ is intended to combine the value of a Bentley with the emotional driving experience of a Porsche.

According to Automobilwoche, Jaguar will no longer have Audi and BMW in its sights in the future, but Bentley, Aston Martin, Mercedes-Maybach, or Porsche.

What does that mean?

Basically, Bolloré is steering Jaguar back to its roots in terms of positioning and model range, thus also cutting many synergies with Land Rover – in fact, both brands recently offered a similar model range (the F-Pace is a Disco Sport or Evoque and the E-Pace a Velar). Nevertheless, it will be interesting to see how Jaguar positions itself in terms of unit sales in its old new niche. Because only three models increase the pressure for each one to be a success. On the other hand, Bolloré is removing the pressure on unit sales: volumes of 500,000 models plus are not feasible this way. The smarter XJ and Co. need to be conceived to make money even with a fraction of the volumes.