The Bumpy Journey of Jaguar’s Electrification

Electrification is the main focus of many automotive companies throughout the world. The world’s governments are clamping down on carbon emissions and with the 2030 emissions deadline looming, many companies are scrambling to develop and produce high-quality vehicles. They plan on tempting consumers to change from traditional combustion engines to more modern electrified ones. Overall, this plan has been very well executed and has produced a wealth of extremely impressive cars and SUVs that consumers have been chomping at the bit to buy. But one very well-known company, Jaguar, has not been so successful in their electrification bid. 

Jaguar has lagged behind in EV production

Jaguar, who many years ago, bravely announced that they would be going completely electric has had a tough time, executing said plan. At the moment, there have been no new releases from them for five years. The new managing director, Rawdon Glover, has admitted that this is a very frustrating and disappointing time as they did announce that they are planning on going all EV but then no releases happened for some time. 

Well, this is all about to change.

At the time they declared their extensive plan to go all-electric, Jaguar was at a crossroads in terms of the branding of their company. They had a choice or some might call it an opportunity to completely re-brand themselves while they were planning on creating a completely new line of products. 

So do they stay in the premium vehicle marketing space or do they take a chance and move into super-luxury branding? They chose the latter and are now focusing on reinventing Jaguar to dazzle consumers with their new, high-quality products, a decision that has since proven to be the right one. 

While they made this important decision in 2021, it takes time to put such a large plan into action. Rawdon stated that they needed to get back to basics as a brand – when Jaguar designed beautiful desirable cars that were more about quality than huge numbers. They are going to reduce the number of cars and models within their portfolio so that they can concentrate on producing high-quality cars with industry-leading technology and features. To do this, they are investing £1 billion to produce electric cars in a bespoke factory in Solihull, United Kingdom. 

A New Electric Era for Jaguar 

The British automotive company has given us a glimmer of hope that something new will be on the market very soon as they released a picture depicting their new design direction. This new direction consists of three new electric cars, the first release being a four-door GT saloon with an eye-watering price of £100,000. A pair of electric SUVs will swiftly follow this angular fastback.

The new managing direction promises consumers that the GT saloon will offer an extensive driving range of 430 miles or 700 km. They claim this will be the most powerful Jaguar ever, but they’re keeping us on tenterhooks about the engine specifications.

Finalizing Jaguar’s New Luxurious Lineup

While these vehicles sound hugely promising and it is exciting to see some new releases from such an iconic brand, do not be expecting a hypercar or an entry-level family saloon from Jaguar anytime soon. To ensure they finalised the correct designs, Jaguar had 18 different models built by three design teams before deciding on their final three. The GT saloon and two SUVs are the cream of the ultra-luxurious crop and we cannot wait to learn more. 

Consumers who are still looking to buy a new Jaguar will have up until November of this year to purchase the F-Pace but sales will cease soon after to allow time between the old Jaguar and the new, improved, luxurious electric Jag to take its place.