Jaguar exec calls EV brand reboot “hugely frustrating”

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Jaguar exec calls EV brand reboot “hugely frustrating”


Jaguar was one of the first established luxury brands to launch an electric vehicle, but it’s finding a shift to an all-electric lineup difficult, the brand’s boss said in a recent interview with Top Gear.

“It’s been hugely frustrating—saying we’re going all EV then ‘nothing,'” managing director Rawdon Glover said in reference to Jaguar’s current course of discontinuing nearly all of its current models before introducing a lineup of next-generation EVs starting in 2025.

Jaguar F-Pace SVR 575 Edition

Even the Jaguar I-Pace, the brand’s only current EV, won’t be replaced. Introduced for the 2019 model year, and receiving some updates over the following years, the I-Pace is being abandoned rather than redesigned. The gasoline F-Pace crossover is slated to remain Jaguar’s only model for the time being, before being retired itself to bring down the curtain on Jag’s gas-engine era.

Jaguar management does at least seem to have finally committed to an EV product strategy after waffling for a bit. The automaker had planned to introduced an all-electric XJ flagship in 2021 as a replacement for the gasoline XJ sedan, while continuing to evolve the I-Pace into a second generation. But both models were eventually scrapped in favor of a clean-slate approach.

Jaguar I-Pace and Tesla Supercharger station

Jaguar I-Pace and Tesla Supercharger station

The first model from Jaguar’s new all-electric lineup is expected to be a sleek sedan or hatchback with coupe-like styling. A concept previewing it will be revealed later this year. An SUV and a large sedan are expected as well, with all three models positioned at higher price points than we’ve typically seen from Jaguar recently.

Those next-generation EVs will also get a Tesla NACS charge port, allowing them to use the American automaker’s Supercharger stations without an adapter. Expect future electric models from companion brand Land Rover to do the same.

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