Say What? Jaguar Considering Making A HUGE Transition In Its Product Portfolio...

Jaguar Land Rover bosses are considering a plan to turn Jaguar into an EV-only brand within the next decade, Autocar has learned.  

It is understood that company product planners have produced an outline strategy under which Jaguar’s conventional vehicle range would be phased out over the next five to seven years, to be replaced by fully electric vehicles. 

Under the plans being considered, a full-on luxury electric saloon, replacing the unloved XJ, is expected within two years. It will be a direct competitor for Porsche’s upcoming Taycan, alongside strong-selling cars such as the Tesla Model S...

CANADIANCOMMENTS - 10/13/2018 5:46:05 PM

+2 Boost

As long as these new models do not have the black smudge along the two doors (do you really have to copy this bad design idea from Porsche?) I am fine with each new Jag being a BEV. While they are at it maybe Land Rove can ditch the fake grill stamping in the quarter panel and the "stripe" trim that runs along the bottom of the doors. They designed an SUV 5m long. Putting crap on the side of it won't make it look any shorter (despite what the head of design thinks).

MDarringer - 10/13/2018 6:26:56 PM

0 Boost

Callum needs to go.

garysandiego - 10/16/2018 12:15:02 AM

+1 Boost

Agreed.

TomM - 10/13/2018 9:06:54 PM

+2 Boost

Until we get some idea of how large the market for Premium EVs is - noting that they apparently are unable to produce them at LOW prices to begin with - it makes no sense even considering going completely EV that quick

mre30 - 10/13/2018 11:09:13 PM

+1 Boost

As Americans, we may all shake our heads but in the UK in particular and Europe in general, the polution is so bad in the urban cores that it is probably not too long before the greenies who run things there just outright ban internal combustion engines.

If that happens, Jag will be poised to be in the best position for the change.

MDarringer - 10/14/2018 12:11:58 AM

+1 Boost

Jaguar simply isn't viable. it just a hobby brand for whoever owns it.

CANADIANCOMMENTS - 10/14/2018 8:55:30 AM

+3 Boost

JLR sold 621,000 units in 2017. Up 9% from 2016. 178,000 were Jag's and 442.000 were Land Rovers. Not a challenger to BMW at 2.4M units, but certainly far beyond Porsche at 268,000 units in 2017. As part of Tata (just like Porsche is part of VW) they are viable brands that are growing their sales nicely.

MDarringer - 10/14/2018 9:22:24 AM

-1 Boost

178K WORLDWIDE is insufficient to keep Jaguar alive. Jaguars languish on the lots and sell with lots of factory money on the hood, so they are not good profit generators for the company like LR/RR is. They are viable ONLY because Tata is Ok with a hobby.

OneOfOne - 10/14/2018 1:31:08 PM

+2 Boost

not everyone lives in 'urban cores' and I would bet most luxury car buyers dont live in the city primarily anyway. besides jaguar is irrelevant

malba2367 - 10/14/2018 4:00:45 PM

+3 Boost

Not a bad move for Jaguar. Jaguar vehicles sell very poorly against the competition, makes sense for them to try something different and create an all EV brand that gets ahead of the competition. Jaguar's owner Tata, is also forced to develop EVs as India is threatening to ban ICE vehicles so EV development has to be done sooner than later on a corporate level.