Not just that but they ex pect 85% of existing customers to move on, and are seeking those elusive 85% of customers who will be so into an EV Jaguar.
Jaguar managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new-look Jaguars.
He said: “We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
“New Jaguar is a brand built around exuberant modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.
DaveW '05 Red Roadster S1 '16 Yellow (Not the only) Narrow AR GDI Plus 4
Goodness only knows who they think their new buyers are, but at least it looks like they're trying to shrug off the 1950s cravat-wearing lounge lizard "Jaaag" baby boomer image. Which is just as well really as they'll all be dead or too old to drive soon.
Tim H. 1986 4/4 VVTi Sport, 2002 LR Defender, 2022 Mini Cooper SE
I’m wondering if the strategy to go 100% electric was implemented before the recent consumer reluctance to fully embrace an electric only future became evident.
Also, Jaguars push upmarket will take then above the corporate repmobile price bracket that is driving battery car sales for tax purposes.
Hope it works for them but a risky strategy.
2021 Lapis Blue Plus 6 You know it makes sense! 2016 Carmine Red 991.2 C4S
I wonder how much their strategy is based on the idea that Land-Rover buyers (who can still buy ICE) will keep JLR afloat while they learn how to market EV's effectively?
Paul Costock, UK Plus Four 75th - Furka Rouge - Pip Disco 5 Teddy - 17h1 Irish Draught cross
I always liked the traditional British car style, even in everyday cars. Conservative styling, leather and burl wood in the interior. The last cars of this type were Jaguars until around 2009, Mini until 2000, Rover (75) until 2005. Today, this no longer exists at all, only in the luxury class cars from Bentley, if you configure it accordingly.
I think a mid-range car with Britshness, a “mini Bentley” is a gap in the market. Jaguar will definitely no longer fill this gap.
Dead right Dave -what a mistake to make, and of those in the add which ones will stump up for an electrojag when something that does the same thing can be had built by HopSing for a tenth of the price coming to your shores soon.
Not just that but they ex pect 85% of existing customers to move on, and are seeking those elusive 85% of customers who will be so into an EV Jaguar.
Jaguar managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new-look Jaguars.
He said: “We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
“New Jaguar is a brand built around exuberant modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.
That last bit looks like Jag's marketing dept has been playing with a hipster architects dictionary
You know it makes sense! 
