Why Jaguar will never be the same again

Last June, Jaguar Land Rover reported a total transformation of its business strategy. The company was renamed simply JLR, setting its sights on a business model that is more focused on concepts like sustainability, luxury, and profitability than on volume.

The process is already underway, and the British group is taking the necessary steps to divide its activities into the four brands reported at the time: Range Rover, Discovery, Defender (the Land Rover brands) and Jaguar itself. In this way, the first fully electric Range Rover (with 340 miles of range) will be launched in 2024, followed by a mid-size model the following year.

However, the most noticeable revolution will be that of the iconic Jaguar, which will become an exclusively emission-free and luxury car brand, with prices that will start above £100,000 ($125,000). This will be a reality in the second half of 2025 with the arrival of its first model, a four-door GT body that will become the most powerful Jaguar ever made, capable of offering a range of 435 miles between charges.

The brand promises a never-before-seen design that will thrill its most die-hard fans, despite the complete break with its powerful and prestigious combustion engines.

What will happen to the current Jaguars?

Luis Antonio Ruiz, president and CEO of JLR Spain, explains that the current models will continue to be sold next year. However, they will be progressively phased out from production and marketing, as the sale of combustion engine cars comes to an end at the beginning of 2025.

Ruiz also said that current and future customers are fully protected by the brand, despite the radical change in its business model, as the JLR auto repair shops that currently offer services to Jaguar will continue to do so as long as their vehicles are in circulation.

Sign up for our weekly newsletter to get more English-language news coverage from EL PAÍS USA Edition