Jaguar's Rebirth Plan Shifting to Higher-End Market and New Models

TapTechNews August 8th news, Jaguar is implementing a'rebirth' plan, changing its business model, and its product positioning is aimed at wealthier buyers and more luxurious market segments.

TapTechNews reported in July this year that the British luxury carmaker Jaguar has significantly streamlined its vehicle models, and by the end of this year, only the F-Pace SUV will be left on sale. Jaguar's move is to make room for the upcoming new all-electric vehicle series.

Rawdon Glover, the managing director of Jaguar, said in an interview with 'Motortrend': 'I think the rebirth plan takes us back to the starting point of Jaguar, pursuing sales volume doesn't work'.

Jaguar has launched five different models this year, all with starting prices at $77,900 or lower. Therefore, the media believes that Jaguar is promoting a brand transformation and striving to sell higher-priced cars.

Glover said: 'We hope to introduce more avant-garde designs and models.' Jaguar plans to launch a new four-door GT SUV by the end of this year. He said that SUVs sell faster and can ensure that its new design language is presented in the purest form first.