Rawdon Glover, Managing Director of Jaguar, is leading the historic British brand through a radical transformation. The shift to electric power and a new design language hasn’t been without friction, but Glover emphasizes the necessity of change while acknowledging a misstep in communication.
The New Jaguar: Nearly Production-Ready
Jaguar’s first next-generation model, a 1000+ horsepower electric GT, is nearing completion. Glover confirms that over 150 prototypes are currently undergoing rigorous testing – including aerodynamics, crash safety, and performance evaluations. The final production version will be unveiled next summer, with deliveries expected by the end of the year.
Reclaiming Jaguar’s DNA
The new GT isn’t about replicating past glory but evolving it. Glover explains that Jaguar’s core driving characteristics—refined power, high-speed comfort, and engaging dynamics—have been deliberately extracted from the brand’s most iconic models. The goal is a true “GT” experience, distinct from both pure sports cars and ultra-luxury cruisers.
Pricing and Positioning: Filling the Luxury Gap
Jaguar is targeting a core price range of £117,000 to £120,000 for the base model. However, fully personalized, high-output versions could exceed £150,000. The brand aims to occupy a unique space between the mainstream premium market (around £110,000) and the ultra-luxury segment dominated by Bentley and Rolls-Royce (over £200,000).
The Communication Gap: Why Change Wasn’t Explained
Glover admits a crucial mistake was made in failing to clearly articulate why Jaguar had to fundamentally change. He stresses that the brand’s history is valuable, but repetition isn’t in its DNA. The transition from the E-Type to the XJS serves as a historical precedent for bold reinvention.
“We didn’t take enough time to explain why Jaguar had to change. When you lay that out clearly, people tend to get it.”
Jaguar is betting that a transparent approach to its electric future, coupled with a compelling product, will win over both loyalists and new customers. The next year will be critical as the brand prepares for a full reveal and the start of deliveries.
The shift is more than just a new powertrain; it’s a deliberate repositioning of Jaguar within the luxury automotive landscape. The success of this strategy will depend not only on the vehicle itself but also on how effectively the brand communicates its vision to the world.
