Jaguar Land Rover CEO Thierry Bollore last week made the shock announcement that Jaguar’s full lineup will consist exclusively of electric vehicles as soon as 2025.
But the automaker doesn’t plan to simply redesign current models like the XF sedan and F-Pace crossover with battery-electric power. Instead, it plans a full reboot that will see new model lines introduced and the lineup likely pruned.
The reboot could also see the Jaguar brand repositioned as a more premium offering. Citing people familiar with Bollore’s plans, Automotive News (subscription required) reported this week that Jaguar will ditch the premium market dominated by the German brands and target the luxury market where brands like Aston Martin, Bentley and Maserati operate.
The claim is backed by comments made by Bollore in a press conference following last week’s announcement, where he said, “we will reposition completely the Jaguar brand.” He also said in the conference that the repositioning is why plans for an electric XJ originally due in 2020 have been scrapped.
Key to the repositioning will be the development of a battery-electric platform exclusive to Jaguar. Land Rover will have two platforms of its own, both of them designed to support hybrid and battery-electric vehicles.
At this point Jaguar doesn’t have much to lose with a reboot. Last year it managed to sell slightly more than 100,000 vehicles. That’s only one fifth of what Tesla sold, despite Jaguar having two more model lines.