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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar could morph into an electric-only brand and explore new segments

Jaguar is set to morph into an electric-only brand whose products will be aimed directly at Tesla's and Polestar's, according to a recent report. Its future range will allegedly include alternatives to the Tesla Model 3 and the Polestar 2. Nick Rogers, the head of Jaguar-Land Rover's engineering department, told British magazine Auto Express that a small electric Jaguar "would be great." His definition of small is different than, say, Smart's; don't expect the company to release an alternative to the ForTwo, or something along the lines of a Renault Twizy. Instead, he's likely referring to a model positioned below the XE, which is currently the smallest Jaguar, in terms of size. If approved, the car will be about the same size as a BMW 1 Series, though it might sit a little bit taller. Adding a few inches of ground clearance would give engineers more space to stuff a battery pack under the floor, while allowing its marketing department to reach a wider audience by presenting the hatchback as a crossover. "We need to think about that. That's a really cool space that we ideally want to be in, and ideally our customers want us to be in. It's extremely relevant at this time," he said. This isn't the first time we've heard that Jaguar is starting to think small. In June 2020, we reported the company is considering replacing the aforementioned XE and the XF with a single compact model that would almost certainly be offered as a hatchback and as a sedan. Jaguar's transformation into an electric-only manufacturer is allegedly the brainchild of Thierry Bollore, who will take the firm's reins in September. He recently led Paris-based Renault, which is also allocating huge resources to electrification. We know the next-generation XJ (shown in spy shots taken far north of the Arctic Circle) will be offered with an electric powertrain (though internal combustion variants will be available, too), and Auto Express learned an XE-sized battery-powered model placed in the Model 3's segment is very likely, too. Finally, at least for now, an electric SUV tentatively called J-Pace will reportedly enter production in the coming years. It's too early to tell what the future holds for the E-Pace, the F-Pace, and the XF, though we wouldn't be surprised if the latter does not get a replacement. Where the F-Type would fit in an electric-only range hasn't been decided yet; sealing its fate one way or another will be one of Bollore's first tasks.

Jaguar I-Pace gets discreet nip-and-tuck in global markets

Jaguar has given the I-Pace, its first series-produced electric model, a round of minor visual and packaging updates. The crossover gets a nip-and-tucked front end, additional paint options, and in some markets a restructured trim level hierarchy, among other small changes. The biggest design update is positioned front and center — literally. The new-look I-Pace receives a smooth insert that replaces the grille-like trim fitted to the outgoing model. It's finished in Atlas Gray, and this color also appears on the trim pieces positioned on either end of the lower part of the front bumper. Jaguar also fitted a black and silver emblem to the front end, and it changed the color of some exterior trim pieces from black to gray. The company explains that it made those changes to simplify the I-Pace's design while reducing visual mass. Most of the remaining design changes are subtle: Every I-Pace trim level now comes standard with diamond-turned wheels, and some variants get a Black Pack that adds gloss black exterior trim. Finally, Eiger Gray and Carpathian Gray join the palette of available colors. We're still waiting for the hot-rodded I-Pace that Jaguar alluded to in 2019. In the meantime, the global range includes three trim levels called R-Dynamic S, R-Dynamic SE, and R-Dynamic HSE, respectively. Buyers in England can also select a range-topping model called 400 Sport. It doesn't sound like Jaguar made major drivetrain changes. Power comes from a pair of electric motors (one per axle) that zap the four wheels with 394 horsepower and 512 pound-feet of torque. Jaguar quotes a 4.5-second sprint from zero to 60 mph, and the 90-kilowatt-hour lithium-ion battery pack holds enough electricity to deliver up to 246 miles of range with 20-inch wheels, or 217 miles with 22-inch wheels. Jaguar hasn't announced the aforementioned changes for the American market yet; as of writing, they apply exclusively to models sold on the European market. We've reached out to the company for additional details, and we'll update this story if we learn more. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.