Jaguar wants to reinvent itself as Bentley's electric competitor
The former Renault boss has very ambitious plans for Jaguar, with a full range of electrics starting at over 100,000 pounds. The English brand clearly wants to move upmarket to...
15/11/2021
The former Renault boss has very ambitious plans for Jaguar, with a full range of electrics starting at over 100,000 pounds. The English brand clearly wants to go upmarket to tickle Bentley.
In February, after his arrival at the head of Jaguar, Thierry Bolloré, ex-CEO of Renault, announced the "Reimagine" plan for a brand struggling in Europe against the German armada, and out of breath in certain segments. . Objective: to become 100% electric by 2025.
Thierry Bolloré does not hesitate to recall a time during which the release of the E-Type had no equivalence. Jaguar was a very high luxury brand, a far cry from today's Jaguar which tried to win over new customers with models such as the XE and E-Pace.
"Jaguars are beautiful cars. So you wonder why don't they sell more? Customers opt for Audi, or BMW. So it's a real problem in terms of positioning the brand" confirmed to our colleagues of Autoexpress the boss of Jaguar Land Rover. Understand that the choice to go hunting on the lands of the Germans would not have been particularly judicious.
The Reimagine plan is now well underway and the first family of new generation and high-end electric Jaguars is on track, with an entry ticket certainly beyond 100,000 pounds. This would thus position Jaguar as a sort of competitor to Bentley, at least on models such as the Continental GT.