That left an information vacuum with limited informed commentary explaining why today’s Jaguar is failing, why new Jaguar will be electric, why it was targeting a more upmarket audience and why that necessitated a radical new design language.
“To a certain extent, we were only using social media channels to deliver that message and – obvious statement – social media is not a great channel for nuance and explanation. It’s much more binary: I love it, I hate it, it’s this, it’s that. Delivering that message and taking people on that journey requires us to tell that story over and over again. That’s my key learning from it.” And that’s why he’s talking to Auto Express.
2. We’re sorry we alienated our core customers
“We do need to create and attract a new client base,” explains Glover. They’ll be younger and more affluent than today’s Jaguar buyers, design-led and urban-centric.
“But what got lost is that we do care about our existing clients. Why would you not want to bring as many of your current base along as possible? I’ve been investing a lot of time bringing our existing fans, customers and classic enthusiasts along on the journey – it’s really important to us.”
Jaguar predicts its new electric line-up, launching with a four-door GT in late 2026, will typically cost around £110-£130,000. That will exclude about 85 per cent of current customers but there’s no reason why high-end F-type or performance SVR drivers can’t make the leap, Glover reckons.
He hopes some of them will feel comfortable forsaking six or eight-cylinder revs for electric high performance, arguing that exterior and interior design and a love of the brand are far more important to Jag’s target buyers than what’s under the bonnet. And given that most future owners will have multiple cars, they can still get their petrol fix from other models in the garage.
3. We’re comfortable selling 33,000 cars – and fewer
Jaguar is going into hibernation in markets around the world, having ceased UK sales last November and with the F-Pace SUV the only car still in production (until early 2026).
