Jaguar Boss Says Move To EVs Has Been 'Hugely Frustrating'

Jaguar Boss Says Move To EVs Has Been 'Hugely Frustrating' Jaguar's move to a fully-electrified brand hasn't been easy—now we know why. Jaguar will stop selling cars in the U.K.

for a full year while transitioning to its electrified era The brand will cut the number of models in its lineup to just three and elevate its image to super-luxury status A new Jaguar concept car is coming before Christmas Jaguar has been pretty radio silent on the whole move-to-EVs thing lately. Despite getting a jump on the industry with its then-revolutionary I-Pace in 2018, the brand hasn't really kept up Joneses—now the marque is playing catch-up. Jag's brand is changing.

It has been on a journey of self-discovery for a few years with its new managing director, Rawdon Glover, at the helm since 2023 . Glover is in charge of reinvigorating the brand, but that hasn't come without its own challenges. "It’s been hugely frustrating—saying we’re going all EV then 'nothing'," admits Glover in an interview with BBC's Top Gear .

Ever since Jaguar made the decision to go all-electric , the brand has been faced with a decision: continue with the status quo, or face its declining sales head-on by reinventing the brand. It chose the latter. Jaguar plans to do this by following through with its commitment to electrification, which is a bold move considering many automakers are backing down on their EV plans.

It has also reportedly been in the talk with Chinese automaker Chery to utilize its EV platfo.