What’s more, Jaguar is unlikely to have a car on sale for some of that time, with production of the F-Pace – its final model left on sale – set to come to an end in the latter stages of 2025, said Glover, labelling it a “reset period”.
“We currently have a product range with an average price of £55,000 and we will be doubling the brand’s price point, so we have to create a transition from old to new,” he said, candid about the size of the task.
“Do you run old and new models side by side? Or should you have a kind of fire break between the generations? Where we’ve ended up – and it’s slightly different in different markets – is to create a reset period between the two.”
Will it work? “There’s no playbook for this,” said Glover. “We’re definitely breaking a lot of new ground.”
One of the big questions has been around the continuation of traditional Jaguar design cues with these new models. Signals from within the brand have suggested that much of the traditional Jaguar look is being binned, such as the leaping cat emblem on the bonnet. Glover denies it.
“The Leaper’s demise has been greatly exaggerated,” he said. “Our strategy for it is a good illustration of our plans in other directions. It remains a very important part of our heritage, no question.
