Is Jaguar in danger of disappearing after 2025?
- Following our previous analysis on the repositioning of the Jaguar brand, we learned in November that the British carmaker was going to be "put into hibernation" until 2025, which means that the various current models of the brand (XE, XF, E-Pace, F-Pace, I-Pace and F Type) will run until the end of their lifecycle, sedans until 2022 and SUVs until 2024, before the launch of all new battery electric models (BEV) in 2025.
- There will therefore be no new model by then, the project of the future XJ (in the final phase of development) having been abandoned. The plan to share platforms with Land Rover was also abandoned.
- Jaguar now wants to target the luxury market of Bentleys and Rolls-Royces, meaning selling cars more expensive but produced in smaller quantities than current Jaguars volume. The idea would be to produce between 10,000 and 20,000 cars each year at prices above 150,000 euros, while today the price list ranges from 45,000 to 130,000 euros at the carmaker. It means that the electric I-Pace, which anticipates the future battery electric range from Jaguar, would be a far too affordable model compared to the future range, as its price does not exceed 80,000 euros.
- This ambitious strategy turns out to be risky because the hibernation of Jaguar until 2025 could turn away a large part of the brand's customers towards the competition and experience shows that it is very difficult to recover lost customers after a few years. On the other hand, it is also difficult to win over customers in a very high-end market already in the hands of traditional, well-known and well-established brands. Finally, the years 2022-2024 are likely to be difficult for the sales network, which will see its orders drop drastically.
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