If people don't want to pay 1 million Danish kroner for a car, Jaguar won't build it. That's what the car brand's director says.
Jaguar has put car production on hold for a whole year. But when it is back in revs, the car brand must not build models that cost less than DKK 1 million.
This is what Jaguar's managing director Rawdon Glover says in a new interview with Top Gear .
The crux of it all is that Jaguar – when production starts up again – will only build electric cars. And none of them must therefore cost less than DKK 1 million.
Something new also needs to happen for Jaguar. At home, sales are almost at a standstill. But also in much larger markets, it has gone down in recent years.
READ ALSO: Germany bans these tires on October 1, 2024
For example, the car brand's sales in the USA have fallen every year since 2019. The picture is not much better in Europe, where the brand has gone from selling 84,219 cars in 2018 to just 23,923 cars in 2022.
Glover acknowledges Jaguar is facing "a painful period". The assembly lines have stopped at the factory in England. And the newest cars the dealers can stock are the SUV F-Pace. A car that has been in production since 2016.
– With every decision we make, we ask ourselves: "Will this make people think about Jaguar the way we need them to think about the brand?"
– If those thoughts cannot get them to pay 120,000 pounds (1.083 million kroner, ed.) for a car, we will no longer go ahead with the project.
Jaguar has said very little about what it actually intends the future model range to be. But the Indian-owned brand has hinted that a four-door sedan with a range of 700 kilometers is part of the plans.
Read more exciting news from and about the world of cars right here!
