Jaguar is shifting its focus to design and interior features as it reinvents itself in the electric vehicle (EV) market. The British automaker’s upcoming lineup of all-electric cars marks a stark departure from its previous models, with a new emphasis on aesthetics over technical specifications.
According to Jaguar’s managing director, Rawdon Glover, the decision to prioritize design stems from a clear message from customers. “People buy cars for their design and interior. Powertrain is about 13th on the list,” Glover stated in an interview with TopGear.
This approach is central to Jaguar’s strategy as it aims to attract a new generation of buyers with visually striking and luxurious interiors. Glover explained that the company believes there is an untapped market for a brand that stands out through design, rather than simply focusing on performance and powertrain features.
As part of this strategy, Jaguar’s upcoming grand tourer, priced around $150,000, will compete with models from Lucid and Rolls-Royce, offering buyers a blend of high-end luxury and striking design.
Jaguar also aims to create a deeper connection with its customers through a unique ownership experience. Glover mentioned the role of podcasts and exclusive behind-the-scenes content, allowing potential buyers to engage with the brand on a personal level. “Buyers want to be treated like an insider. They’ll have podcasts of Gerry [McGovern, design head], our engineers, access to information that they wouldn’t otherwise get. They’re joining a community,” Glover explained.
By emphasizing design and interior appeal, Jaguar hopes to differentiate itself in a crowded EV market, where powertrain specifications often take precedence. The brand’s shift suggests a new era in automotive marketing, where emotional connection and aesthetic appeal are just as important as technical performance.
