Jaguar is making big changes under the leadership of managing director Rawdon Glover. The brand has decided to discontinue all its models except for the F-Pace SUV due to a lack of profitability. Looking towards the future, Jaguar is focusing on targeting more affluent buyers with a new lineup of luxurious vehicles.
Glover, with over 11 years of experience at Jaguar, mentioned that the brand is going back to its roots by offering a higher-end sales experience to attract wealthier customers. The goal is to create cars with a “huge presence” that are highly desirable, rather than just focusing on volume sales. This strategy aims to set Jaguar apart in the market and regain profitability.
The upcoming new cars from Jaguar will feature an edgier design to appeal to a broader audience. The first model to be unveiled is a four-door GT, a departure from the popular SUV trend. This decision was made to showcase the brand’s new design language in its purest form and make a statement in the luxury car market.
In addition to new vehicle designs, Jaguar is revamping its buying and selling experience to provide a more upscale and premium service. While prices may be higher, the brand aims to make the client relationship more valuable and ensure a return to profitability in the long run.
Overall, Jaguar’s shift in strategy towards affluent consumers and luxurious segments signifies a bold move to redefine its brand identity and secure a stronger position in the competitive automotive industry. With a focus on quality, desirability, and customer experience, Jaguar is poised to attract a new wave of discerning buyers and drive market expansion in the coming years.