Image: Jaguar Media
It was announced a couple of days ago that Jaguar would be transforming themselves into a fully electric brand from 2025. The 're-imagine' strategy aims to shift the brand into the ever changing future and JLR themselves will introduce six new fully EV models by 2024.
Sadly, they have announced that at the very last minute, the proposed all-electric XJ would be dropped from the range, as the brand says they want to utilise their 'unique potential'.
The XJ was Jaguar's most iconic flagship model for 53 years and it's a shame to see it go. That car could've transformed Jaguar's image all on its own and revitalise its segment of big luxury limousines while simultaneously lifting the brand back onto the top of the status podium, and ultimately, leaving the dominant Teslas losing sleep.
Image: Jaguar Media
It just leaves one question though: what on earth is going to be taking the XJ's place in this new EV line-up? Taking away the flagship model and trying to replace such an icon is - in one way or another - a tremendously risky move.
If you're not clued-up already, replacing the MK X to the XJ throughout the 1960s was a ridiculously tricky task as ideas kept changing and the market kept on adjusting. At the moment, the German three consisting of BMW, Mercedes and Audi are carrying on the production of their respective 7-Series, S-Class and A8 models because they know that a strong market still exists for them.
I've mentioned before that Mercedes can churn out whatever they want, be it SUVs, EQ something, or a car that will float on water, but people will still buy S-Classes. There still needs to be the trophy car for successful business owners to get massaged in. With Jaguar, they need to fill that gap if they want to keep loyal customers or even bring in new ones.
Image: Jaguar Media
Furthermore, Jaguar's bosses should be looking over at what has been happening to Cadillac over in America. Like the British marque, they were the pinnacle of engineering and luxury before trying out a new direction to aim for new marketplaces.
Although the products Cadillac came up with were rather intelligent, it's fair to say that their image has degraded and sales have dwindled in favour of the equivalent models from Germany. If Jaguar isn't careful about their core line-up, the brand could be swept into Cadillac avenue and eventually have to be revitalised again or cut off altogether.
What's more, what's the future going to look like in regard to Jaguar's sports cars? Fundamentally since the launch of the XK120 and their racing programme in the 1950s, Jaguar has been continuously synonymous with a sporting image and dipping into some forms of motorsport - and always out successfully as a result.
Image: Jaguar Media
If they can come up with a revolutionary new EV sports car that can obliterate the competition for a relatively reasonable price, then fair game. But the fact of the matter is Jaguar sports cars need to be carefully crafted to ensure they don't lose any of the predator soul. When you overtake someone in a Series 1 E-Type, you feel like everyone around you is inferior.
And even in others like the XJS, XKR etc. there's this sense of sensual power that cannot be replicated in any other car - even something for twice the Jag's price point. Obtaining this thirst for authority will be tricky with an electric powertrain, but my wishes are true to their word and I hope Jaguar can somehow pull it off. Otherwise, the marque will be left with a rather confused identity.
Furthermore, if there is an absence of Jaguar's sports car and XJ - the two models that ultimately make Jaguar - then the marque's value will also significantly drop to many people. Because why buy into a brand who can't comfortably out-class their rivals
Image: Jaguar Media
This also begs the question of what the future will be for Jag's other core models: the XE and XF. Of course, the SUV market is booming hard enough for the brand to justify bringing in new SUVs, which will undoubtedly also keep Land Rover afloat.
Other manufacturers know their customers well and are smart enough to keep their small and mid-size saloons and estates in their line-ups. Go almost anywhere outside and you'll still be met with many of BMW's 3-Series and 5-Series models, despite the increase in SUV popularity. Fundamentally, most will be fleet sales for company car use or bought under attractive finance or lease agreements.
The German manufacturers clearly know the target market well for these sorts of cars and Jaguar should've caught onto it by now, given the XF has been on sale since 2008 and the XE since 2015. If the rumour about dropping both is true, Jaguar needs to learn a thing or two from the Germans and stick with it. If both replacements will be electric, they'll need to tread carefully and look at an entirely new marketplace. And even then, can they still challenge Tesla?
The answers are yet to be seen, but as it stands, a whole load of question marks are circulating around Jaguar at the moment.
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