IT Home March 5th news, automotive media AutoCar published a blog post today (March 5th), reporting that Jaguar's Managing Director Rawdon Glover stated that completely severing ties with Jaguar's history would be a "major mistake," and emphasized that brand reshaping is a key measure for Jaguar to cope with the transition to electric vehicles and the rise of Chinese brands.

Glover pointed out, Jaguar needs to return to a high-end market positioning and welcome future challenges through full electrification.

According to the blog post cited by IT Home, Glover believes that Jaguar is at a critical juncture in its history, with existing products and platforms nearing the end of their life cycles. Although it received praise during the era of competition with BMW, poor market performance led to "Jaguar's business model no longer being economically viable."

Glover stated that Jaguar will focus on advancing in two directions: a high-end strategy and an electric transformation. Glover indicated that price cuts are not a reasonable option, and Jaguar should return to its historically more successful market positioning, restoring the brand's luster. Additionally, in response to future regulations and market competition, Jaguar has decided to upgrade all products to high-end electric models while simultaneously undergoing a brand reshaping.

Glover compared Jaguar's transformation to the successful relaunch of the Land Rover Defender. He noted that the Defender achieved a doubling in price and an increase in sales through redesign, proving the feasibility of such a strategy. While Jaguar does not aim for a tripling of sales, this experience provides confidence for the brand reshaping.

Glover acknowledged that the initial reactions to the brand reshaping have been mixed, with some consumers feeling that Jaguar "abandoned its existing customers." He clarified, Jaguar hopes to attract new audiences while also retaining as many existing customers as possible.