Jaguar Land Rover Chooses To Speed Sales Of Special Edition Cars To Pursue Margin

JAKARTA - Jaguar Land Rover (JLR), a luxury automotive manufacturer from England plans to increase sales of special edition cars at a price of 1.5 million (IDR 31 billion).

The company aims to sell up to four times more special edition models than its brand lines such as Range Rover, Defender, Discovery, and Jaguar in 2026 compared to 2023.

Launching Automotive News Europe, Tuesday, July 2, JLR will launch a special edition of the Defender model known as Octa. News says that this model is equipped with a V8 engine measuring 635 dk with a unique suspension system.

Not only that, JLR claims that Octa will be the toughest, most capable, and more luxurious Defender model ever presented by the manufacturer.

The manufacturer has not disclosed the price of the car. However, based on last June's presentation, the Defender model could go up to 350.000 (IDR 7.2 billion) for the bespoke version.

In addition, JLR has identified six levels of model in halo strategy', ranging from vehicles for 250,000 to SUVs worth more than 2.5 million pounds (IDR 5.1 billion to IDR 51.7 billion).

The manufacturer will also present an armored Range Rover with a maximum tag of up to 1.5 million pounds (Rp31 billion).

This strategy represents the main element of JLR's goal of increasing its profit margin from 8.5 percent in the financial year ending in March, to 10 percent in 2026.

This isn't the first time the Range Rover has been sold for a limited edition. Previously, JLR offered the Sadaf V8 model for US$415,000 (Rp 6.7 billion) for the Middle East market. This model is even more special because it is presented in a limited manner of only 20 units.

JLR has been able to attract more rich customers in recent years. The company claims that sales on the Range Rover model have increased by 27 percent.

The manufacturer also plans to launch a special electric car (EV) for the Jaguar brand. The Grand Tourer (GT)-style car is rumored to be launching in late 2024 for the United States (US) market.

The sedan will go on sale next year at a price of more than 100,000 pounds (IDR 2 billion) and will enter the ultra-luxury vehicle market like Bentley.

The manufacturer with the 'Jaguar' animal logo will expand its model to three vehicles and will be built on a platform called the Jaguar Electrified Architecture (JAE).

Unfortunately, the manufacturer does not want to reveal further details about the model. However, it is estimated that this GT-style EV will be disclosed at the Pebble Beach Concourses d'Elegance in August or the Los Angeles Auto Show in November.

The legendary brand also says that this latest GT will take inspiration from a number of models that have contributed to Jaguar's success in the past, including iconic E-Type.

JLR also said that the car would have an astonishing and different design from other EVs. It is claimed that this GT car can run up to a range of 700 km.