Jaguar is taking a break from introducing new products until 2025 and focusing all of its efforts on developing a new range of electric vehicles, reports France’s Le Monde.
The automaker’s “Reimagine” strategy, announced earlier this year, will see Jaguar go upmarket as it attempts to complete both a switch to electric and a segment shift. British brands are not satisfied competing with Mercedes and BMW. They want to move into Bentley territory.
Jaguar will continue to rely on the existing Jaguar range and simplify its engine and equipment options until then. It seems like Jaguar is hoping to be able to coast over the next three-years, with much of its range being recently updated.
Read More: Jaguar’s Reinvention As A Super Luxury EV Brand Will Bring Bentley And Porsche Price Levels
Le Monde says that while no factories will close during that period, the workforce might have to shrink. Jaguar has been contacted for comments and we will bring you the latest information when we get it.
To be sure, Jaguar’s “Reimagine” strategy will be a dramatic one. Two crossovers will be available and one two-door coupe. The least expensive vehicle offered will start at nearly £100,000 ($133,000 USD at current exchange rates) and all will offer “modern luxury.”
The strategy, being set by JLR’s new CEO Thierry Bollore, has already led to several dramatic decisions. Bollore, who was appointed as JLR’s new CEO, has already cancelled two crossovers of mid-size for Jaguar Land Rover and Land Rover and canceled the new XJ. JLR also stated that it had cut 2,000 jobs in the last year.
While Jaguar’s shift to electric vehicles and its move upmarket may seem sensible, it is in lockstep with the wider automotive industry. This could mean that Jaguar’s vehicles will face more competition once they are on the market.
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