♔ ‘Once it was all ‘Grace, Space and Pace’. Now it’s ‘range anxiety, app control, and a £100k price tag.’
Once the gentleman’s express for those who preferred silk over shout, Jaguar is now binning tradition like last season’s chinos.
At the FT’s ‘Future of the Car’ summit, JLR revealed it’ll keep just 20% of its current clientele.
The rest? New, electric, and ready to spend Bentley money. So, is this genius reinvention… or a costly midlife crisis?
Let’s take the long way through this one…
Keep reading…..
A Break With the Past
• Jaguar was built on loyalty. You didn’t buy one. You inherited the urge.
2025: The Towle Reveal
• At the FT summit, JLR’s James Towle announced Jaguar’s boldest pivot yet: 80% of future customers will be new.
• Internal combustion? Sent to the museum. Charm? Under review.
A New Tribe
• Upcoming electric GTs priced over £100k.
• Jaguar now courts the Aspen set, not the Hampshire regulars.
Loyalty Left Behind
• Once famed for customer retention, Jaguar risks torching emotional equity for premium credentials.
The Gamble
• Porsche evolved. Bentley adapted.
• Jaguar? It’s betting on a clean break — and a brand reboot with a six-figure sticker.
Legacy or Disguise?
• There’s precedent — Aston Martin’s many revivals spring to mind.
• But Jaguar’s DNA was always quiet confidence. Can that survive a thunderous electric rebirth?
♔ ‘There’s loyalty, and then there’s brand amnesia. Jaguar seems to have opted for the latter.’
