Jaguar Affirms Now Only The Limited Focus Of Production Of Luxury Electric Cars

Jaguar Type 00. (Photo: Jaguar)

JAKARTA - British automaker Jaguar is undergoing the greatest transformation in its 90 years of history. In a surprising move, the automaker has stopped producing all current models to focus on the ultra-luxury car segment. This move is a new strategy to introduce luxury electric vehicles by 2026.

This new model, introduced as the Type 00 concept in 2024, is predicted to be the most expensive and most powerful Jaguar car ever made. However, there's one thing for sure: this car will be very rare.

According to USA Jaguar Chief Brandon Baldassari, after being interviewed by Motor1, quoted on Tuesday, August 19, Jaguar said it was no longer chasing large sales volumes. On the other hand, they will prioritize profit margins per unit.

"It's not a big segment, so we're not going to sell millions of units. This car will be rare when you see it, it's going to be a special moment," said Baldassari.

This strategy is much different from the previous approach, where Jaguar had to compete with models like F-Face and XE that rely on sales volume. Baldassari explained that price competition is not a feature of the luxury brand.

"We will be better off when we can set the price we want, don't give discounts, and produce in small volumes so we can get honest benefits without flooding the market," he said.

With this strategic shift, the price of Jaguar's car is expected to rise drastically. However, Baldassari is not worried. He believes Jaguar has the right customer base, thanks to his association with Range Rover.

"We sell this through a [Jaguar-Land Rover] dealer who sells Range Rover every day for 200,000 US dollars. They know this client, and they know how to treat this client," said Baldassari.

However, this change also had an impact on the dealer network. Due to lower sales volume, Jaguar doesn't need many dealers. Some dealers even voluntarily return their franchises because their markets don't support electric cars or they don't believe in this new direction.

Although the luxury electric vehicle market is very competitive, Jaguar believes in the direction they are taking. The question is, will this strategy bring this legendary brand to a brighter future?