Jaguar Unveils Plans for Three Ultra-Luxury EVs: First Look

The production model will follow in 2025, with deliveries slated for 2026.

Jaguar offered a tantalizing first look at its upcoming Design Vision Concept, a grand tourer that epitomizes the brand's shift to becoming an ultra-luxury EV manufacturer. A teaser image released on November 20 showcases the car’s fastback silhouette, highlighted by a distinctive roofline without a rear window reminiscent of the Polestar 4, which employs cameras and a digital rearview mirror for rear visibility.

The concept will officially debut on December 2, 2024, during Miami Art Week, marking a pivotal moment in Jaguar’s reimagined future.

Redefining Luxury with a Modern Identity

Alongside its electrification plans, Jaguar revealed a new logo and branding designed to resonate with modern, fashion-forward audiences. Moving away from its traditional performance-driven image, the rebranding reflects the automaker’s commitment to being “relevant for a contemporary audience.”

The rebranding aligns with Jaguar’s ongoing transformation strategy, first announced in 2021, which includes the launch of three distinct EVs by the end of the decade. Following the grand tourer, a luxury SUV and a sedan are expected to join the lineup.

Design Evolution: From Heritage to Innovation

Earlier this month, Jaguar unveiled camouflaged prototypes of the upcoming grand tourer, showcasing a strikingly sleek design. The prototype features a long hood, a bluff front end, and a rearward-positioned cabin reminiscent of classic Jaguar XK models. However, the design embraces a modern aesthetic, trading the brand’s historically sensual curves for sharper, more contemporary lines.

The production version will ride on Jaguar’s all-new JEA platform (Jaguar Electrified Architecture), purpose-built to differentiate its EVs from sister brand Land Rover. This bespoke architecture will underpin all three of Jaguar’s next-generation EVs, reinforcing the brand’s commitment to exclusivity and innovation.

Performance and Pricing

Jaguar has teased impressive specifications for its grand tourer, including:

Starting price: £100,000 (approx. $163,000).

Range: 430 miles on the WLTP cycle (over 300 miles on the stricter EPA cycle).

Power: Promised to surpass any previous Jaguar road car.

This move positions Jaguar firmly in the ultra-luxury segment, with pricing and performance rivaling high-end competitors.

Navigating Risks and Opportunities

Jaguar’s transformation is not without challenges. The brand has begun phasing out its current lineup in select markets, including the U.K., focusing instead on clearing inventory ahead of the new EV era.

By targeting higher price points and embracing cutting-edge design, Jaguar is betting on a smaller but more exclusive customer base to drive its future success.

Conclusion

Jaguar’s unveiling of its grand tourer concept marks the beginning of an exciting chapter in the brand’s history. With its bold designs, innovative EV platform, and redefined luxury identity, Jaguar is aiming to position itself as a leader in the ultra-luxury EV market.

Stay tuned for the official debut of the Design Vision Concept at Miami Art Week, and watch as Jaguar accelerates toward its electrified future.