Jaguar is repositioning itself as a luxury brand by focusing on high-end electric vehicles (EVs). The first model, a four-door EV inspired by the controversial Type 00 concept, is set to launch in 2026. The company aims for a significant increase in average transaction prices and intends to move away from high production volumes and discounts. The luxury electric sedan market is limited, and Jaguar plans to ensure exclusivity by producing rare vehicles. Some dealerships are opting out due to insufficient belief in the brand's new direction.
Trying to chase volume like we were with F-Pace and XE, and competing on payments is not luxury. We're better when we can charge the price that we want to charge, don't discount, produce in a small enough volume that we make an honest profit, but we don't flood the market.
This is not a huge segment, so it's not like we're going to be selling a million of these things. These will be rare-when you see one, it'll be a special occasion.
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