Jaguar’s Rawdon Glover states that the brand must transform its business approach
Earlier this month, Jaguar announced it would phase out its entire lineup except for the F-Pace SUV by the end of the year. Such a drastic change isn’t made lightly, but the signs were clear for Jaguar. The decision was driven by “close to zero profitability,” according to the company’s boss. The brand’s future is electric, and Rawdon Glover has now shared more details.
Glover, Jaguar’s managing director, has been with the company for over 11 years and previously worked at Volkswagen and Seat. He has a strong understanding of cars and a deep appreciation for the Jaguar brand.
Speaking to Motortrend about the shift, Glover said, “I see it as bringing us back to Jaguar’s roots.” What does this mean? It appears the brand is set to focus on affluent buyers with a premium sales experience. “Pursuing volume didn’t work,” Glover admits.
Jaguar offered five different models this year, all starting at or below $77,900. Glover envisions the new models having a “huge presence,” potentially being divisive. “[They] have to be extremely desirable… No one wants a $100,000 EV just because it’s an EV.” This approach makes sense, as many companies are finding it challenging to sell high-priced vehicles, regardless of their propulsion technology.
“Expect something edgier than you’d anticipate from us,” Glover adds. The first new model, which might be unveiled by the end of the year, is described as a four-door GT. This is a bold move, given that SUVs generally sell faster. Glover explains that the decision was made to present the new design language in its purest form.
The buying and selling experience will also undergo a transformation. Jaguar plans to upscale the process as much as possible with this shift. While prices will rise, the goal is to make the client relationship more valuable and ultimately restore the brand’s profitability.
