Seeing One of Jaguar's New EVs On the Road Will Be a "Special Occasion"
It was generally agreed that Jaguar’s much-maligned rebrand would result in smaller volumes and much higher prices for the automaker, but Jag’s head of USA operations’ recent statement confirms that its volumes and prices might be much more exclusive than first expected.
Brandon Baldassari said, “We have very realistic volume expectations. This is not a huge segment, so it’s not like we’re going to be selling a million of these things. These will be rare – when you see one, it’ll be a special occasion.” The automaker debuted a wild concept in 2024, previewing a radical change in its designs, but the shift will also come with a big change for Jaguar dealers.
Many stores will close as a result of the lower volumes, likely leaving standalone Land Rover dealers in their place. Baldassari said some dealers are making the decision voluntarily. “Our volumes are going down, so naturally, you don’t need as many retailers. Some of our retailers are choosing to voluntarily return their franchises. Because maybe their market just isn’t a big EV market, or maybe they don’t believe in it.”
When they go on sale, the new cars will roughly double Jaguar’s average transaction price, according to Baldassari, who also said he thinks buyers won’t be turned off by the expense, given the prices seen from Jaguar’s sister brand, Land Rover.
[Images: Jaguar]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.
More by Chris Teague
Comments
Join the conversation
In my almost 60 years of existence, I haven't seen a car brand that was so bent and determined on its own self-destruction.
Jaguar needs to go back to basics - a return to an XF, XJ and an SUV the size of a Ford Explorer and an SUV the size of a Honda Pilot, and perhaps price itself at $30k more than Dodge, but less than a Mercedes-Benz or Audi.