Jaguar’s rebirth plan includes targeting wealthier

Jaguar boss Rodan Glover says the brand needs to change the way it does business

Earlier this month, Jaguar said it would discontinue its entire lineup except for the F-Pace SUV by the end of the year. This change was not made lightly, but Jaguar’s fate is sealed. Jaguar’s boss said the shift was due to “profitability approaching zero.” The brand’s future is electric, and Rawdon Glover has just provided some additional insight.

Glover is Jaguar’s Managing Director. He has been with the team for over 11 years, having previously worked at Volkswagen and Seat. He knows cars and has a deep understanding of the Jaguar brand itself.

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In an interview with Motortrend, he said of the shift: “I think this takes us back to where we started with Jaguar.” What exactly does that mean? The brand appears to be targeting more affluent buyers with a more premium sales experience. “Chasing volume didn’t work,” Glover admitted. Jaguar is launching five different models this year, all starting at or below $77,900.

Glover said the new cars will have “so much presence” that they’ll likely be polarizing. “[It]has to be very popular… No one is going to want a $100,000 electric car just because it’s an electric car.” That certainly makes sense. Several companies are currently trying, and often having a hard time, selling high-priced cars regardless of their propulsion type.

“We’re going to be more edgy than you think,” he continued. We’ll probably see the first new car by the end of the year, which he described as a four-door GT. That in itself is a bold move, as SUVs tend to sell faster. Glover said the brand made this choice to ensure its new design language is available in its purest form first.

The buying and selling experience will also change. As the transformation begins, Jaguar is expected to move as high-end as possible. Prices will be higher, but the hope is that this will mean that customer relationships will feel like good value for money and the brand will eventually return to profitability.

Pictured: Jaguar Vision Gran Turismo