Jaguar’s EV ‘firebreak’ essential for sharp pivot to ultra-luxury: MD Rawdon Glover

Jaguar’s downsizing to just three core models and dropping a diverse vehicle portfolio strategy is crucial in its bid to emulate the "irrational need" for ultra-luxury, much like designer handbags.

Jaguar chief Rawdon Glover speaking to Top Gear, acknowledged the frustration caused by the return to its ‘spiritual’ comfort zone of fielding just three vehicles.

Indeed, UK customers won’t see deliveries of Jaguar’s new electric GT until 2026 - resulting in a year-long gap during which no new Jaguars will be available for purchase in the country.

The iconic British brand said last month that it would be discontinuing its entire existing lineup before unveiling a pivotal concept car in December that will define its future direction.

The carmaker had already announced that is halting production of the XE, XF, and F-Type models at its Castle Bromwich plant. Additionally, production of the E-Pace and I-Pace will cease at Magna's factory in Austria by the end of the year.

The only model that will continue to be produced is the F-Pace, which will remain in production until it too ceases in 2025

Glover admits the wait has been "hugely frustrating" in its ‘New Jag’ reinvention bid. "It’s been tough – saying we’re going all EV and then ‘nothing’," he admitted.

Glover confirmed that a concept car showcasing Jaguar’s new design direction will debut before Christmas which will preview Jaguar’s first EV - a four-door GT priced around £100,000. This vehicle will offer a range exceeding 435 miles, ultra-fast charging capabilities, and a dual-motor powertrain delivering over 575bhp.

Jaguar's reinvention was launched by former JLR CEO Thierry Bolloré who laid out the plan to elevate the brand to super-luxury status.

Glover said he stood by this strategy, explaining that Jaguar had to radically change to survive. “Jaguar is at a crossroads,” he said, adding that the brand needed to return to making "beautiful desirable cars" in smaller, more exclusive numbers.

“Luxury brands create irrational need. No-one needs a Hermes work bag. It’s a play that’s worked magnificently for Range Rover, propelling what was once the Land Rover range-topper to become a hyper-profitable sub-brand in its own right.”

Glover confirmed that entry-level models will no longer be considered. "We don’t do anything unless it makes people want to pay £120,000 for it," he said.

The forthcoming concept will also influence future Jaguar models, including an SUV aimed at competing with the Bentley Bentayga and a limousine comparable to the Flying Spur, both of which are expected by 2028.

He has previously hinted that Jaguar’s new models will feature long bonnets, minimalist front ends with a distinctive grille and nearly invisible LED lights. The cars are also expected to feature no rear windows, similar to the Polestar 4

Glover also hinted at Jaguar taking control of home charging by designing its own premium wallbox and managing installations, responding to customer dissatisfaction with third-party options.

While Jaguar won’t follow Tesla’s lead in building a dedicated charging network, Glover revealed plans for an aggregated charging service that would grant access to various networks, including Tesla Superchargers.