Jaguar plans to reposition itself as a luxury brand with a new line of electric vehicles, doubling its average selling price to around $130,000 as it shifts away from its traditional premium-car segment, executives said.
The British marque, owned by India’s Tata Group, has discontinued its current models and is developing three new battery-powered cars set to launch from 2026. The first will be a four-door electric sedan with four individual seats, followed by a larger luxury saloon and an SUV. All models will be based on Jaguar’s new JEA platform, which promises ranges of up to 430 miles (692 km) and fast charging capability of 200 miles (322 km) in 15 minutes. Battery capacity has not been disclosed, though analysts expect it to exceed 100 kWh.
“That’s why it wants to double its average transaction price from $65,000 to $130,000 once the four-door gran tourer debuts next year,” Brandon Baldassari, head of Jaguar USA, told Motor1. He added that Jaguar was not seeking volume sales but aiming for exclusivity. “We’re selling this through the [Jaguar-Land Rover] dealerships, who sell $200,000 Range Rovers all day long. They know this client, and they know how to treat this client. They understand this client.”
Jaguar’s strategy will involve reducing the number of dealer locations as sales volumes fall, while targeting wealthy buyers who see its models as rare and aspirational. “These will be rare—when you see one, it’ll be a special occasion,” Baldassari said.
The transformation marks a decisive break with Jaguar’s past positioning. Backed by Tata, the brand is using the shift to electric mobility to reposition itself at the top end of the market. Whether its transition to an exclusive luxury EV manufacturer succeeds will become clear after the first new sedan reaches customers.
Source: Motor1