JLR sees U.S. as key to success for reborn Jaguar brand

End to ‘mediocrity’

Jaguar expanded its range in recent years to include three sedans, three crossovers and a sports car in a bid to create a British version of BMW.

However, trying to appeal as many premium buyers as possible pushed the brand into “mediocrity,” JLR Chief Creative Officer Gerry McGovern said at the same investor event, held at JLR’s HQ in Gaydon, central England.

McGovern is leading the design of the first new model of Jaguar’s new era, a full-electric four-door GT. The GT  will be the first of three all-new electric Jaguars. It will be unveiled this year and will go on sale next year, starting at 100,000 pounds ($129,000) in the U.K.

The design of the new models will split opinion, McGovern said.

“What we will not worry about is being loved by everybody, because that is the kiss of death,” he said. “That is what put Jaguar in the situation it is in today, which is with no equity whatsoever.”

In April this year, McGovern said future Jaguars will tap into the iconic styling of models such as the E-Type but they will be radically reimagined. “They will shock and they will be fearless,” he said.

New retail model

Jaguars will be sold using a different business model, JLR chief commercial officer Lennard Hoornik said at the investor event without going into much detail.

Jaguars will not be offered in every JLR dealership. The company is dividing Jaguar Land Rover into what it terms a House of Brands. Land Rover is being split into the Range Rover, Discovery and the Defender brands. JLR will also set up Jaguar-only ’boutiques.’