Jaguar Believes Its $180K EV Bet Might Finally Overcome Its BMW Complex | Carscoops

      The British brand is launching its revival with a 1,000 hp electric vehicle targeted at the upper echelon of Germany's premium brands, yet positioned below the ultra-luxury segment.

      Jaguar will move away from high-volume sales and focus on ultra-premium profits.

      The first offering in this new chapter will be a tri-motor electric fastback producing 1,000 hp.

      Pricing will commence at $187,000, effectively doubling Jaguar's existing price range.

      It's rare for a traditional automaker to seek such a thorough transformation as Jaguar is currently undertaking. Historically seen as struggling to compete with German premium giants like BMW and Audi, Jaguar has opted for a complete shift in strategy.

      Instead of pursuing volume in the premium sector, Jaguar will now concentrate on selling fewer cars at significantly higher price points, presenting a more focused selection of luxury electric vehicles. The debut of this revised identity is set for next year.

      The new model was hinted at by last year's striking Type 00 Concept; it will be a sleek, four-door fastback powered by three electric motors, generating around 1,000 hp. This vehicle will be distinct from recent Jaguar models, which is precisely Jaguar's intention.

      In a discussion with Top Gear, Jaguar's managing director Rawdon Glover admitted that the existing model was faltering. Competing directly with Audi, BMW, and Mercedes-Benz in the volume premium segment “didn’t work commercially,” he stated.

      Jaguar’s new approach will be similar to Range Rover’s, featuring fewer models that target the upper end of the market.

      Glover mentioned, “In UK numbers, our average transaction price used to be about £55,000 (around $73,000 at current exchange rates). This will be more than double that, so the average in the UK would be around £120,000 ($160,000).” He added that the launch edition of the Type 00 will start at “£140,000 ($187,000).”

      Jaguar indicates that by positioning its cars in the mid-£100,000s range, it can occupy a niche between the volume brands from Germany and the ultra-luxury manufacturers like Bentley, Rolls-Royce, and Lamborghini, which offer vehicles priced closer to £300,000 ($400,000).

      Glover further highlighted, “The days of seven or eight models [in Jaguar’s line-up] are gone,” suggesting a more streamlined offering with models centered around “similar price points.”

      The first vehicle in this redefined era will be crucial for Jaguar. Its design is anticipated to provoke discussions, but initial impressions suggest the company is developing a truly sophisticated electric vehicle.

      Several UK publications have already had the chance to experience it from the passenger seat, with Autocar reporting that the prototype offers better ride quality than any other current EV on the market.

      This new vehicle is built on the Jaguar Electric Architecture and is equipped with an estimated 120 kWh battery pack. It features three electric motors—two at the rear axle and one at the front—combining to deliver approximately 1,000 hp, with 30 percent directed to the front wheels and 70 percent to the rear.

      Additionally, it boasts advanced suspension technology. All four corners are fitted with three-chamber air suspension, which reportedly provides a level of ride comfort that exceeds even the most luxurious Range Rovers in Jaguar Land Rover's lineup.

      Nonetheless, the timing of this shift raises concerns. With the critical American market showing reluctance for EV adoption and Europe reevaluating its timelines for phasing out internal combustion engines, Jaguar's complete pivot to electric vehicles appears to be a risky gamble.

      Unless, perhaps, the true objective lies elsewhere. China remains optimistic about premium electric vehicles, and for a brand like Jaguar, finding success in this market could mean the difference between a bold transformation and a costly misstep.