If Jaguar survives as a brand, customers will have to spend twice as much on average to pay for just one car in 2026.
Jaguar has announced a radical change in the brand's strategy. From 2026, it will only sell electric cars, and at an insane price of at least 1.4 million kroner.
The decision is accompanied by a significant price increase that will place Jaguar in a new segment of the industry. At least that's what the brand hopes.
The average price of a Jaguar is expected to increase to around 1,400,000 Danish kroner, which is almost double the current price of approximately 700,000 kroner.
The strategic shift has sparked debate in the automotive world. Jaguar has chosen to break with both tradition and heritage and introduce a new design expression under the slogan "Copy Nothing". But their first take on a concept car called 00 most closely resembles a Polestar 4.
The first model to be launched during this new era is a four-door GT with a minimalist design in pastel colors. That is, if the concept becomes a reality.
Jaguar has already received heavy criticism for that decision, and the brand's used sales are plummeting. Read more about it here .
Still, director of the JLR group in Germany, Jan-Kas van der Stelt, believes that Jaguar can easily become a luxury brand that can justify a very high price.
This is what Autobild writes.
The new four-door GT is expected to compete with cars from Rolls-Royce and Bentley. However, Jaguar doesn't have much to compete with. The brand says the electric car will have a range of around 700 kilometers. But that and the design features the brand presented at the end of the month on the concept car are already seen.
Jaguar expects that their customers will own more cars, and that design will be a decisive factor in their choice. In fact, Jaguar believes that their customers do not care about the engine. Therefore, there is only one choice – the electric one.
A third thing is that the car brand is limiting its production to an almost non-existent base. It only needs to build 50,000 cars a year. That way, management believes they can run a profitable business.
Meanwhile, many of the competitors are retreating from their previous pledges to build only electric cars. Most recently, Stellantis has announced that it will not build only electric cars in 2035 after all.
