“We will do the opposite – vehicles that can create an emotional and visceral reaction with the driver. It needs to be a great driver’s car, but one you can drive mile after mile without it being draining, and it must be engaging. The chassis people say they have huge scope to make an engaging drive, but it’s got to drive like a Jaguar.”
The British brand’s boss rejected any hint of nervousness about the new direction. “I’m not saying it will be easy – there will be a lot of conquest and we will definitely sell to multi-car Range Rover households,” he replied. “What is the alternative? Look at what is happening elsewhere – would I want to go into the mid-market or low-end and slug it out?”
He said JLR is enjoying success when it comes to making beautiful, desirable vehicles with great design, pushing into higher price points. “We’ve done it with Range Rover, and most recently with Defender.” According to Glover, the new Land Rover Defender has doubled in price but tripled in volume compared with the previous long-standing model. “What we did with Defender was that the product transformation came first, and the brand after. With Jaguar, we are doing it simultaneously.”
He also rejected concerns about moving to an electric vehicle-only plan, commenting that “very few” buyers of six-figure Jaguars will be single-car households; if 430 miles isn’t enough range for them, then they will likely also have access to another car.
“Visceral and emotional is why people buy cars at this price point, powertrain is way down. It’s about the brand, exterior design, interior design, and how the vehicle handles; people aren’t choosing because of the powertrain,” he said. “This car will be ready in late 2026, so the platform will be used for seven or eight years. To liken it to ice hockey, players skate to where the puck is going, not where it is now.”
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