Radical New Strategy for Jaguar

Ask most people what they think of when they hear the name “Jaguar”, and it’s the Jaguar E-Type, also known as the XKE in the U.S. This iconic model was known for its combination of stunning design and impressive performance at an attainable price. Despite the brand’s ongoing efforts, Jaguar has struggled to replicate the magic of the E-Type in the U.S. since its discontinuation in 1974.

Jaguar is undergoing a significant transformation, moving away from mainstream luxury brands like Audi, BMW, Lexus, Lincoln to become an Ultraluxury brand. The company is set to release three new electric vehicles starting in the summer of 2026, each featuring a new design language. As part of this shift, Jaguar’s marketing team has been sharpening its pitch and will cater to a more exclusive and smaller customer base, focusing on the production of high-end sports cars and SUVs. This move represents a complete reset for the brand, as it seeks to compete in the Ultraluxury market.

Jaguar’s marketing department has announced a significant shift in their product strategy. Moving forward, all new Jaguars will come with a price tag at least twice the current models, feature a completely redesigned look, and target upscale families with multiple vehicles. The goal is to position Jaguar as a competitor to Ultraluxury brands like Aston Martin (whose cars at one time in the mid 2000’s shared chassis with Jaguar), Bentley, and Mercedes-Benz Maybach.

This is an incredibly risky strategy, going after a smaller niche market with higher priced cars competing against well-known and established brands in the Ultraluxury market.

It’s definitely a bold move to take on the big players but sometimes fortune does favor the bold. Jaguar has attempted to compete directly against the mainstream luxury brands for the last ten years, creating stylish EV and gas-powered SUV’s, sedans and sports cars like the F-Pace, but sales have been lackluster. While their stylish lineup shows promise, it’s a tough battle ahead. The next 4-5 years will tell if the big cat thrives or becomes a fond relic.

Stay tuned to our blog for more updates as Jaguar takes on the Ultraluxury competition!