Jaguar will again be reserved for an exclusive clientele within the new structure of JLR and its four automotive brands

Last April, Jaguar Land Rover released a statement announcing its transformation strategy, called Reimagine. Under this new direction, the company plans to change its manufacturer name and reorganize its products under four distinct brands. During an interview with Luis Antonio Ruiz, President of JLR for Spain and Portugal, we got all the details about this change, as well as information on the future of the company.

JLR's goal is to become a modern luxury company. To achieve this goal, it has grouped its brands under the "House of Brands" entity. According to Mr. Ruiz, JLR has the most attractive luxury car brands in the world, aimed at satisfying the most demanding customers. That's why each brand, be it Jaguar, Discovery or Defender, will have its own separate entity. This distinction will result in significant differences both at the level of the product itself and of the distribution network, in order to meet the specific expectations of each type of customer.

Different speeds towards electrification

This brand will also adopt an architecture that is committed to electrifying its vehicles at different rates, depending on each model. To support this transition, Tata Motors, the parent company of JLR, has announced an investment of £15 billion, which will cover several areas such as industrial facilities, development of current and future vehicles, autonomous technologies, intelligence artificial and digital, as well as the development of the skills of its employees. This development marks a new stage for the company.

Among the most notable changes, the strong commitment to keep production in the UK stands out. The Halewood plant, located in Merseyside, will be transformed into a factory entirely dedicated to the production of electric vehicles, while the engine manufacturing center in Wolverhampton, UK, will be renamed "Electric Propulsion Manufacturing Center ".

Despite the growing focus on electrification, JLR has made it clear that it will retain its Modular Longitudinal Flexible (MLA) platform used to manufacture the Range Rover and Range Rover Sport. This platform will continue to accommodate a range of powertrains including internal combustion engines (ICEs), hybrid vehicles and fully electric vehicles. In fact, by the end of this year it will be possible to order a fully electric Range Rover.

This approach allows JLR, as a global company, to offer a range of vehicles suitable for different types of energy, allowing it to adapt to the needs of different global markets where the progression of electromobility varies considerably. .

Spain is a good example of the slow deployment of electromobility, lagging behind Europe in this area and well behind neighboring countries such as Portugal. In the latter country, taxation and measures facilitating the adoption of electric vehicles are much more developed than in Spain.

Jaguar will once again be an exclusive brand 'for the few'

The Jaguar brand, within the JLR Group, is seeing perhaps the biggest shifts in approach. Originally, Jaguar was a sports car manufacturer, but later opened up to luxury sedans while maintaining a sporty look, while maintaining a very high status.

When Ford acquired Jaguar, models such as the X-Type, based on the Ford Mondeo, became very popular, perhaps too much, to the detriment of the very essence of the brand and the aura of aspiration that had characterized his creations until then.

However, all that is about to change, as Luis Antonio Ruiz points out: "Jaguar will again become a brand reserved for the few." It refers to the new positioning of the brand, which will offer a completely new range of fully electric models from the start.

So the first of three new Jaguar models will be a 4-door GT saloon, offering a range of up to 700km, with prices starting at £100,000. This model will be built on Jaguar's new platform, called JEA, which will not be shared with any other brand in the group.

These changes are part of a context where electric cars have reached a level of maturity much more advanced than that of Spain.

The new model will be produced in Solihull, UK, and the image that accompanies this paragraph is potentially a preview of the next model.

Further information on the three new Jaguar cars will be revealed later this year, with the full design to be revealed in 2024 before they go on sale in 2025.

35 dealers for Range Rover, Defender and Discovery

As far as dealerships are concerned, the Range Rover, Defender and Discovery brands will continue to have 35 outlets across the country, offering wider coverage than Jaguar.

At these dealerships, as well as at the 51 service outlets that will be maintained, customers will be able to purchase new vehicles from the Range Rover, Defender and Discovery brands, as well as receive servicing for vehicles currently marketed under the Land Rover brand.

The approved used vehicle program will also become more important for these facilities, which over the years have become a very lucrative business for car dealership owners, if not more.

In addition, a program called JLR Rent will be implemented, allowing group customers to rent cars for periods ranging from a few days to several months, with great flexibility. These programs will also be based on the dealer network.

As for the products, it was revealed that they are working on a new all-electric mid-size luxury SUV for the Range Rover family, featuring a modern and contemporary design.

In 2025, a model considered a natural substitute for the Evoque will be launched, and its production will take place at the Halewood factory in Merseyside. Other models will follow, with the aim of reaching a total of six electric models by 2030, under the Range Rover, Defender and Discovery brands.

Profitability target for JLR

The objective of these changes, which are part of the Reimagine strategy, is to transform all of the group's brands into luxury brands, each with its own specifications, while logically improving profitability.

JLR aims to generate net cash in fiscal 2025 and achieve double-digit earnings before interest and taxes by 2026.

These changes are undoubtedly the most radical the band has seen in recent years, representing a bold bet whose success or failure can only be assessed over time.