Jaguar is preparing a major shift in strategy, aiming to double its average vehicle price from about $65,000 to $130,000 as it transitions into the luxury electric market. “That’s why it wants to double its average transaction price from $65,000 to $130,000 once the four-door gran tourer debuts next year,” Brandon Baldassari, head of Jaguar USA, told Motor1.
The company has discontinued its current lineup and will launch three new electric vehicles starting in 2026. The first will be a four-door sedan with individual seating, followed by a larger sedan and an SUV. Built on Jaguar’s new JEA platform, the models are expected to deliver up to 430 miles (692 km) of range and add 200 miles (322 km) of charge in 15 minutes.
Jaguar says the shift is not about sales volume but exclusivity. “These will be rare—when you see one, it’ll be a special occasion,” Baldassari said. He added that distribution will run through Land Rover’s dealer network, which already caters to high-end buyers. “We’re selling this through the dealerships, who sell $200,000 Range Rovers all day long,” he said.
The company will also cut the number of dealer outlets to align with lower volumes. Baldassari said the focus will be on attracting wealthy clients familiar with luxury purchasing experiences.
Jaguar Land Rover, owned by India’s Tata Group, is backing the transformation financially. A teaser video recently released by the company highlighted its new design identity and reinforced its repositioning as an electric luxury brand.
Source: Motor1