Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised sales targets has been revealed publicly for the first time. Jaguar's repositioning is part of the larger Jaguar Land Rover (JLR) Reimagine strategy.
JLR is the parent company of the Jaguar and Land Rover brands. That strategy has already played out at Land Rover where the company's vehicles are now divided under Range Rover , Defender , and Discovery brands rather than all marked as Land Rovers. Jaguar is the fourth piece of the puzzle, and the automaker's offerings will all be battery-electric vehicles (BEVs).
Richard Agnew, the automaker's communications and insight director, told Newsweek at an event at its headquarters in Gaydon, England, that the leaper and growler brand is moving upmarket, with prices closer to Range Rover territory, underlining the company's commitment to the Jaguar brand stating, "there is no JLR without Jaguar." Agnew also said that there are no limitations on this remake towards Jaguar's sustainable future and that it will be a "complete reset." That reset has been a long time in the making.
Jaguar first announced its intention to move more upmarket in 2021, naming Porsche and Bentley as target rivals. "At that point, we really started to address what we felt was the kind of future of motoring from a sustainability perspective, which is where our 2039, Net.
