The automotive industry will soon witness a very audacious corporate reset. Jaguar Land Rover isn't only abandoning the volume-chasing war against German rivals, but rather weirdly, both Jaguar and the Land Rover side of the business will be shifted into high-margin territory because of their switchover to electric muscle.
As reported by Automotive News, the British automaker is counting on its upcoming electric vehicles to command higher prices than their internal combustion versions. The strategy hinges on the belief that the unique positioning of the Jaguar, Discovery, Defender, and Range Rover brands will grant the manufacturer significant pricing power.
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