The curtain rose and Jaguar, a few days after the first preview, confirmed what awaits us in the future. Color, a new design and a brand image that has little to do with the past.
Whether you like it more or less, of course Jaguar has decided I would break up with the past. We have to remember that it is producing its own products in a delay to launch cars on the market that have nothing to do with what we have seen so far. A historical record to save society in its lowest hour.
A point in history.
Only time will tell if that is the point full stop or full stop.
Brand repositioning
The automobile market is uncertain. History is full of corpses, cars that were excellent or very rational crippling failures or that no one has managed to turn it into a best seller. Fortunately, because everything is much more predictable than it already is, there is no magic formula that guarantees success.
Knowing that he had a few bullets left in the chamber, Jaguar decided to be strong. In recent years they have not managed to park their cars in a better place trio of * premium of the Germans. Bad strategic decisions (its partnership with Ford and its cost savings) and his faith problems (Always in the best known) They led the company to lose the halo aspiration in which they always wanted to fight.
With just over 60,000 units sold worldwide (a third of what they sold in 2019) and losing money every year Jaguar has little to lose with a reinvention that seeks to replace the brand and change it completely. The new direction was announced with a hyper-colored video in which a single car was not seen. For example, there was one brand that was “shocked” in the words of the experts consulted Bloomberg.
It’s been over 24 hours since we finally learned what Jaguar wanted to teach us. A monolithic prototype that draw slightly from its past: a very long nose, a very pronounced hood and a curving drop at the back.
What does this say? The absence of the last window tells us that they are looking for differences from the suit, the very clean and flat shapes that are based on what the Land Rover has done and the futuristic interiors that we can expect almost anything.
But above all, it says that Jaguar will enter the battle in the electric car market. First of all, they want electric models for their future ‘s to see less than 100,000 pounds. This means that the next releases will start at 120,000 European coins and will probably go much further with a huge layer of customization. something that luxury brands have needed for a long time.
That is, the intention is to look in the mirror of the latest Mercedes or Porsche, which electric cars can move in those figures, but the proposals have less foundation. Mercedes and rushed in theirs Eqs and Taycan cars are reported to start at 105,000.
Everything indicates (and the image of its prototype seems so predictable) that Jaguar wants to get closer to the model. Rolls-Royce than the German electric costs are higher. BMW can be a good example.
It’s like jumping into a vacuum with a parachute that we don’t know if it’s failing.
A market with an uncertain future
If you ask me, I’d say it makes all the sense in the world for an ultra-luxury chair to make the jump to electric models. Another thing is supercars. And where tranquility, the absence of noise and softness are valued, the electric market has everything to offer.
The ultra-luxury electric chair has another advantage: it’s huge. With sizes exceeding five meters long, there is enough chassis to install huge batteries that guarantee hundreds of kilometers without making a single target. In addition, it is not important here that its size (and therefore the price) determines the final cost of the car.
But, as we said, the automobile market is light. Mercedes opted to break with classicism in its EQS and position itself in a vehicle that boasted cutting-edge technology and promoted the future of the brand, such as its own. Hyperscreen. Failure in Sales.
Shiny, one of the luxury electric brands that has attracted the most attention, he stated He wants to reduce the price of his models to make the company more sustainable by increasing the volume of sales. That is, with an aspirational model it starts with lower expectations (and customer profit), as Tesla did.
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BMW, however, seems to be carrying its luxury better. Hey BMW i7 It is a bit more expensive (from 115,000 coins) but it is easy to go ten thousand coins over this figure once we configure the vehicle. All in all, BMW has had months where they represented electric versions 43% of model sales.
Rolls-Royce also seems to like to ride in its sights. A busy electrical model 38% of self-delivering in the first quarter of 2024 and its production already in 2026. In this case the volume of sales is much less, but the figures of the company are promising.
It has to be said in Jaguar’s favor a pirate He also decided to remove some bar models, such as Defensor, and reaped great results. Their cars have the same reliability problem as Jaguar but it is true that I like it and clients seem to buy their bath. In Bloomberg They explain how the company managed to increase its sales while increasing the price of the vehicles.
It appears that the market for electric vehicles has yet to gain traction. In Financial Times They gather various voices from the industry, which are betting on growth in the coming year, and show that 44% of the owners of these vehicles have already decided to make the leap to electric vehicles. In addition, remember that there is a market where the customer can have all kinds of cars in the garage. A luxury electric chair can complete the supercar with a V12 engine.
We also want to see what they have to offer inside. The collapse of German factories in China He pointed out that the world’s largest electricity market demands bolder and more dangerous conditions. “It’s like an electrified rush. That’s all.”. This is how a Chinese buyer described his feelings of disappointment when he first bought the Taycan and why he switched to local manufacturers. this article Bloomberg.
In short, the Jaguar had two options: to be immobile and lead him to the umpteenth time as new (Insert note here premium mode) or break everything and wait for your language. He preferred the second.
You may be ruined, but you also have to pursue your fortune.
Photos | Jaguar
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