Jaguar plans to completely reposition itself
- For three years, sales of Jaguar models have fallen sharply. The E-Pace and F-Pace SUVs enjoyed brief success before drastically reducing their presence in the global market. As for sedans, they practically disappeared from the market, with sales becoming extremely confidential, the movement having started with the discontinuation of the large XJ sedan, heir to a long line of F-segment sedans (1968-2019).
- In fact, the Jaguar brand once considered one of the most iconic and luxurious British brands (Jaguar MKX and XJ6 / XJ12, Jaguar E-Type and XJS) has become very ordinary by positioning itself in the mid-size sedan market(D-segment) and mid-range SUVs. The end of large coupes and convertibles contributed to the loss of prestige.
- Arriving at the head of Jaguar at the start of the year, Thierry Bolloré (ex-Renault) announced that he was working on a total brand repositioning, in order to compete in the luxury automotive market.
- Inspired by Jaguar’s strategy in the 1950s, the carmaker intends to move upmarket and compete again with Bentleys, both in the limousine, SUV, coupes and convertibles markets. Bentley has sold between 10,000 and 12,000 cars each year since 2012, and the brand is doing very well, while Jaguar, which sold 90,000 cars in 2020 (against a target of 200,000 per year) is financially in difficulties. At the heart of Jaguar's new strategy, battery electric powertrain for all models in 2030, such as the I-Pace launched in 2018.
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