Jaguar's transformation into a 'pure electric luxury brand', in line with the Group's future brand strategy Reimagine, is coming to a close.
From 2025, Jaguar will redefine both the brand and its model line-up as an 'electric luxury brand', launching unique models with innovative technology and elegant, charismatic design. Ahead of this new transformation, Jaguar is currently overhauling its product portfolio. Starting this month, the company will cease production of most products with internal combustion engines.
JLR's £15 billion, five-year 're-imagine strategy' from 2021 is a 'future brand strategy' that will redefine both the brand and its entire line-up. While the strategy may seem like a top-to-bottom transformation, it also has a deeper meaning: to revive the roots of the group's deeply heritage brands - their original spirit.
Jaguar's three 'modern luxury electric' models have been developed through the 'Reimagine' project, which is all about designing a new future. The first of these, which will be unveiled in 2025, is a four-door GT based on the unique Jaguar Electrified Architecture (JEA). More powerful than any other Jaguar model to date, the new electric GT will have a range of up to 700 kilometres (WLTP) on a single charge.
In addition to pioneering next-generation technology, Jaguar's new electric GT also embodies Jaguar's core design philosophy of 'A Copy of Nothing' - something that may be imitated, but never copied. The new Jaguar Electric GT, which will be built at the brand's Solihull plant in the West Midlands, UK, is expected to be priced in the region of £100,000.
At a global media conference at the Jaguar Land Rover Centre in Gaydon, UK, in 2023, Jaguar Land Rover Chief Executive Officer Adrian Mardell outlined the direction of the company's 'Reimagine Strategy', stating that by 2030, the company will "position Jaguar Land Rover as a modern luxury manufacturer focused on electric vehicles". This includes a new brand strategy, business model, and technological capabilities that will re-imagine the Jaguar brand as the 'Jaguar of the future'. And to make this happen, the company is determined to transform the entire customer experience with Jaguar products.
Jaguar Land Rover Korea suspended retail sales of existing Jaguar models in the second half of 2023 as part of a 're-imagining strategy' for the new Jaguar. However, since then, we have continued to provide the best possible service to our existing Jaguar customers.
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