Jaguar, the iconic car brand with a long and illustrious past is undergoing a major transformation to become fully electric, shifting to “Reimagine” strategy focusing on luxury, modern design, and technology, with new EV models like the much criticised Type 00 previewing its future, aiming for an all-electric target by 2030. However, there are some stumbling blocks ahead.
Jaguar is a name that stands out in the world of luxury and performance automobiles, epitomising the very best of British automotive engineering and design.
Jaguar management have openly proclaimed that they are moving entirely to electric vehicles (EVs), with plans to offer an all-electric lineup by the mid-2020s/early 2030s, aligning with global emission goals.
Fans and customers can expect modern, distinctive, and luxurious designs, moving away from traditional models, exemplified by concepts like the Type 00 (pictured below).
The Jaguar brand is emphasising on creating immersive sensory experiences with unique materials (like natural stone) and customisable technology.
It is also leveraging electric racing (Formula E) for performance, featuring advanced connectivity and silent, powerful driving.
Meanwhile, did you know that this ‘rich in history’ brand was founded in 1922 as the Swallow Sidecar Company by William Lyons and William Walmsley, the business quickly moved into manufacturing car bodies and then complete automobiles. The name “Jaguar” was first used as a model name on the 1935 SS Jaguar 2.5l Saloon and SS Jaguar 100 sports car. After World War II, the company was officially renamed Jaguar Cars Limited to avoid the negative connotations associated with the “SS” initials.
In 2008, Ford sold both Jaguar and Land Rover to the Indian automotive giant Tata Motors, creating Jaguar Land Rover (JLR) as a subsidiary holding company. Under Tata’s ownership, Jaguar has revitalised its brand, launching successful models like the F-Pace SUV and the fully electric I-Pace. The company has announced that all new Jaguar models will be fully electric by 2025.
Jaguar’s future is exclusively all-electric, pivoting to a luxury EV brand with a major relaunch in 2026, featuring three new electric models focused on high performance, unique design (like the “Exuberant Modernism” seen in the Type 00 concept), and advanced tech to compete with top luxury marques. They are moving away from their current lineup, pausing new sales until the new electric era begins, aiming for a premium, profitable, and distinctly British electric experience.
