The Jaguar brand, owned by JLR, is preparing for a complete reboot and transition to the luxury segment. One of its upcoming innovations, it turns out, will be a very large and very luxurious flagship sedan unlike any of Jaguar's past models.
The relaunch of the Jaguar brand was started in 2021 by the former CEO of JLR, Thierry Bollore, who decided to transfer the brand from the premium segment to the luxury segment in order to get away from fruitless rivalry with the big German trio (Audi, BMW, Mercedes-Benz). Bolloré canceled Jaguar's new electric cars, the flagship XJ liftback and the 7-seater J-Pace crossover, which were at that time in the final stage of development, because he considered that they would not succeed in the market and would only increase the company's losses. Meanwhile, according to the Bolloré doctrine, all new Jaguar models must be electric only.
Thierry Bolloré stepped down last fall and was replaced by Adrian Mardell, but the Jaguar reboot plan is still in place, though , as could be understood from numerous insiders and leaks from the company, it was slightly modified by the new management.
For future Jaguar models, which will begin to hit the market in 2025, a completely new modular electric vehicle platform is being developed: under Bollor it was called Panthera, and now it is called JEA (Jaguar Electrified Architecture). Moreover, from a new piece of inside information published today by the British magazine Autocar, it follows that JLR generally wants to get away from the “cat” associations and will not use the previous Jaguar logos: a laconic Jaguar inscription will replace the jumping and growling predator. In this way, the company wants to enhance the effect of the rebirth of the brand – they say, the new chapter in its history is really new.
This is the official published in April teaser of Jaguar's first luxury model, the 4-door GT, which will premiere in 2024. From it you can get a rough idea of the new style of the British brand.
Under Bollor, it was assumed that the first Jaguar models of the luxury era would be three different-sized crossovers, but already in April of this year, when JLR presented an updated development plan (which, by the way, implies the splitting of Land Rover into three separate brands), it became clear that the format has changed. The debut model will be a 4-door GT starting at £100,000, which will be introduced in 2024, sales will begin in 2025, and the other two models are a large luxury sedan and a large luxury crossover, the dates of their premieres are not yet known.
Autocar sources emphasize that the new Jaguar sedan is not a successor to the XJ model, discontinued in 2019, and not a revival of the electric liftback project canceled by Bollor, but a higher-class product with a completely different positioning. At around 5.5 meters long, Jaguar's new flagship sedan will be the caliber of the Bentley Mulsanne and Cadillac Celestiq.
The design of the new Jaguar sedan is described as extremely minimalistic, unlike any of the previous models of the British brand: narrow lighting technology is promised, almost invisible when turned off, flat surfaces and sharp edges, a very long hood, a “floating” roof, 22-inch wheels, matte paint with shades of silver and gold, but neither the sedan nor the other two models will have a rear window (we have already seen a similar solution in the Polestar 5), video cameras will provide a proper rear view.
The interior will also be made in a minimalist way, it will have almost no physical buttons, but there will be a lot of free space and several screens, including for second-row passengers. The center console will stretch across the entire cabin, separating two individual seats in the second row, but there will also be a more traditional version with a three-seat rear seat. luxury era. After the reboot, Jaguar wants to sell 4,000 cars a month worldwide, according to Autocar, China will be one of the priority markets.
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