Jaguar has long been a symbol of British motoring elegance, captivating enthusiasts with its timeless allure, impeccable design, and luxurious performance.
Founded by William Lyons and William Walmsley, Jaguar’s origins are traced back to the Swallow Sidecar Company, known for its motorcycle sidecars.
In 1935, the marque transitioned to automobiles, launching the distinguished SS Jaguar Saloon, marking the birth of a legendary brand.
‘No more petrol fumes, just the smell of a larger electricity bill.’
Jump forward 81 years. In 2016, Jaguar introduced the F-Pace, a sophisticated SUV that swiftly became the marque’s best-selling model.
By 2017, Jaguar had sold 70,000 F-Pace units globally, driving the company’s revenue to an impressive $33 billion by 2018, surpassing even Audi.
With Thierry Bolloré’s appointment as CEO in 2020, Jaguar set an ambitious goal of becoming a fully electric marque by 2025.
Understandably, this shift has divided loyal customers as Jaguar pivots from its rich heritage of powerful, elegant petrol engines to a bold, all-electric future.
Jaguar currently offers a streamlined range of six models.
In contrast, competitors such as Audi and BMW have broadened their lineups with a diverse array of SUVs and crossovers, dominating the luxury market.
The shift from Jaguar’s once-celebrated supercharged V6 and V8 engines to more modest 2.0-litre, 4-cylinder units has dulled its former performance edge.
Reliability concerns and an ageing model lineup have dented the brand’s image.
Despite these challenges, Jaguar has a clear path forward: a dramatic re-launch as a fully electric brand, starting in 2026 with an all-new, striking four-door GT priced from £100,000.
By 2028, the lineup will include a luxury saloon and a flagship SUV, hopefully cementing Jaguar’s place at the forefront of luxury electric vehicles.
As Jaguar prepares for this transformation, the brand will pause new car sales in the UK by early 2025.
During this period, dealerships will shift focus to used car sales and aftercare services, preparing for the highly anticipated new chapter of Jaguar’s luxurious legacy.
Let’s hope Jaguar’s reimagined bold and ambitious future, promising to restore the marque’s prestige with electric vehicles, will be a success.
‘I guess we’ll have to get used to our big cat growlers sounding more like kittens on mute’
shit