While the reinvention risks alienating some of Jaguar’s traditional customers, the firm seems determined it will win over a new clientele of car lovers with £120,000 to spend. With its completely new products, this Gaydon team wants to live up to Enzo Ferrari’s age-old quote about their predecessors’ E-Type being the most beautiful car in the world.
Glover, who has spent a year telling people how excited he is by the size of the challenge ahead, cites copious research to back his view of the people who will buy a new-gen Jaguar.
“First and foremost,” he said, “they’ll be independently minded. They’ll have an appreciation of design and will be looking for exclusivity. We expect them to be young and wealthy, connected and more likely to live urban lives. They’ll be cash rich and time poor, so every aspect of their journey with us will need to be effortless.”
In the light of today’s EV slowdown, does he have fears for Jaguar’s acceptance? Not really, it seems. It’s all a matter of timing. Jaguar is talking about models that will be in their prime in 2030, he explains, not 2024.
