Skip advert
Advertisement

Reveal of Jaguar’s ‘Reimagined’ future set for 2 December

Jaguar will unveil the next stage of its electric future at the upcoming Miami Fashion Week

2023 Jaguar XE - badge

Jaguar has confirmed the first step to its new luxury electric future will be taken on 2 December with the unveiling of a concept car at Miami Fashion Week in America. 

The complete overhaul has seen the brand recently end UK sales of its entire new-car offering for around 18 months before the arrival of the first new car in summer 2026, but JLR Chief Executive Adrian Mardell said he has “never been more confident in Jaguar in the past 25 years, in what Jaguar needs to be, the client base it needs to seek and what it needs in order to be successful”.

Mardell said the next stage in Jaguar’s transformation will “be incredible, jaw-dropping and copy nothing”, although he warned that investment in the brand “is and will be proportionate to the size and scale of the opportunity we see”. With the shift to JLR viewing itself as a so-called ‘house of brands’, with Range Rover, Defender, Discovery and Jaguar as four distinct areas of the business rather than previously operating as just Land Rover and Jaguar, the latter is one of four pillars rather than two. “The volume aspirations will be much lower and the transaction price much higher, and the retail outlets will be much fewer,” he said about the ‘new’ Jaguar. “The investment will be within fewer products and the volumes we expect to take.”

Advertisement - Article continues below

Mardell rejected any concerns that the slower than expected move to electric cars could have an impact for Jaguar’s full EV luxury shift. “The set-up for the brand at relaunch will be spot on and I don't see anything in today’s market conditions that concerns me,” he said.

He also confirmed that the first production Jaguar EV, due in summer 2026, will use the JEA architecture. It will arrive after the new electric Range Rover (which is due next year and built on the company’s flexible architecture) and a second model on the company’s new EMA platform in spring 2026 – likely to be an electric version of the Velar

Each of those platforms will have further EVs added by the end of 2027, with the “strength of the market determining the speed of new product,” according to Jaguar’s CEO. “The intent hasn’t changed, but the pace will be dictated by client acceptance of the technology going forward.” 

Want the latest car news in your inbox? Sign up to the free Auto Express email newsletter...

Skip advert
Advertisement

As Editor, Paul’s job is to steer the talented group of people that work across Auto Express, Carbuyer and Driving Electric, and steer the titles to even bigger and better things by bringing the latest important stories to our readers. Paul has been writing about cars and the car industry since 2000, working for consumer and business magazines as well as freelancing for national newspapers, industry titles and a host of major publications.

Skip advert
Advertisement

Recommended

New Jaguar concept teased ahead of eagerly awaited reveal
Jaguar Design Vision Concept - rear teaser

New Jaguar concept teased ahead of eagerly awaited reveal

Sketch previews the new Jaguar concept that's set to be revealed in Miami at start of December
News
21 Nov 2024
660bhp V12 TWR Supercat is what happens when you restomod a Jaguar XJS
TWR Supercat - front

660bhp V12 TWR Supercat is what happens when you restomod a Jaguar XJS

Uprated Jaguar sports car gets new look, more power and reworked suspension
News
20 Nov 2024
KGM to revamp range with electric 0100 truck, KR10 crossover and F100 retro off-roader
New KGM 0100 concept - front 3/4

KGM to revamp range with electric 0100 truck, KR10 crossover and F100 retro off-roader

We can expect the Korean firm’s new arrivals by summer 2025
News
19 Nov 2024
New Jaguar logos unveiled as big concept reveal moves closer
New Jaguar logo 1

New Jaguar logos unveiled as big concept reveal moves closer

Jaguar has revealed its new logos and styling details ahead of its transition into a luxury EV brand
News
19 Nov 2024

Most Popular

New cars that plummet in value can make brilliant used buys
Opinion - Vauxhall Corsa-e

New cars that plummet in value can make brilliant used buys

Editor Paul Barker takes a closer look at our 2024 Used Car Awards
Opinion
20 Nov 2024
A £10k electric car with a 100-mile range would surely be a sales success
Opinion - cheap EV

A £10k electric car with a 100-mile range would surely be a sales success

Mike Rutherford thinks there would be demand for an electric car with a modest 100-mile range if it only cost £10k
Opinion
17 Nov 2024
New Jaguar logos unveiled as big concept reveal moves closer
New Jaguar logo 1

New Jaguar logos unveiled as big concept reveal moves closer

Jaguar has revealed its new logos and styling details ahead of its transition into a luxury EV brand
News
19 Nov 2024