Jaguar knows its radical reinvention won't please everyone, but the British luxury brand insists it had little choice but to start over. After years of struggling to compete with BMW, Mercedes, and Audi, the company decided that simply refreshing its existing portfolio wouldn't cut it anymore. Instead, Jag is moving upmarket with an exclusively electric lineup aimed at a wealthier clientele.
Speaking about the risky decision, managing director Rawdon Glover told British magazine Evo that Jaguar's old business model wasn't profitable or growing. Competing in the premium-volume segment dominated by the German trifecta had become increasingly difficult.
