On November 19, 2024, luxury automaker Jaguar sent shockwaves across social media so intense that it even attracted the attention of people who had no interest in cars.
The British brand, famous for its luxury sedans and sports cars, did not announce a revolutionary new car; instead, it reintroduced itself to the world. That day, it unveiled a refreshed branding identity with a new set of logos and marks to differentiate itself from its past.
Notoriously, Jaguar unveiled its controversial rebrand in a video akin to an avant-garde fashion advertisement. The mysterious video featured a diverse cast of models but did not feature a single car.
Many online have derided Jaguar’s rebranding strategy. However, one Jaguar executive says that the company is carving its own path, whether enthusiasts like it or not.
Jaguar is hoing to make a big comeback with a new look.
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You can have a Jaguar, as long as it’s an EV.
In a recent interview with British motoring magazine Autocar, Jaguar’s managing director Rawdon Glover revealed that the firm is fully committed to its EV-only strategy despite the segment’s tough environment.
He noted that Jaguar has “no flexibility” to make anything with an engine, such as a hybrid or plug-in hybrid, since the bespoke electric architecture underpinning its future models can’t support it.
“We made the decision back in 2021 to have an electric architecture dedicated to us,” said Glover. “There isn’t the opportunity to put a V8 into it or something else. We’re committed to being electric.”
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Recently, other automakers have postponed or canceled plans for new electric models as they adapt to the changing EV marketplace. On March 6, Car and Driver reported that Maserati would cancel the development of the MC20 Folgore “due to a perceived lack of commercial interest.”
“Market studies for the super sports car segment and especially for MC20 customers has demonstrated that they are very keen on driving powerful ICE engines,” a Maserati spokesperson told C&D.
Nonetheless, Glover expressed confidence that the luxury EV market will expand, stating that “EV will be the right platform for Jaguar and the powertrain of choice” in the long term. He added that by the next decade, “a lot of things will change” regarding range anxiety, charging, and other technological limitations affecting EV adoption.
“Advancements in technology and infrastructure are going to make a big difference,” he said.
New Jaguars will be good-looking, fast and expensive.
Glover is also confident that the new Jaguar’s design will help it sell unconventional electric vehicles in the future.
Jaguar’s Type 00 (zero zero) concept car is a departure from Jaguar’s design language but also features some elements reminiscent of past Jaguars, such as the long hood and its “shooting brake” shape from the 60s E-Type—an unusual shape amid today’s “egg-shaped” EVs from the likes of Tesla.
Glover notes that these shapes, which help conventional EVs increase electric range with aerodynamics, don’t create “the most exciting or emotionally engaging” cars.
“Probably more than anything, what we need to do is produce a vehicle that people think is a great car that I really want to own from a brand that I like. The powertrain should be a secondary thing,” he said.
Related: Jaguar designers had a big problem with its controversial rebrand
Speaking of the powertrain, the Jaguar exec told Autocar that he drove the new car on the test track at up to 160 miles an hour. According to the magazine, the top-of-the-line iteration makes 986 horsepower, with Glover describing it as the “most fun I’ve had” during his time at Jag.
“It was stunning in terms of its speed, its acceleration, its performance, but also how it delivered the power with a real sense of character,” he said, later describing the car as one “you can drive confidently at pace for extended periods and still come out feeling great.”
The British motoring publication reports that the Jaguar will be shown to the public by the end of this year and start production in mid-2026. However, it will not be cheap, with Glover stating that the base price will be close to $120,000.
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