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Jaguar Unveils Its Radical Shift To An All-Electric Lineup With A Dramatic Concept EV Debuting At Miami Art Week On December 2
2 min read
By Michael Phoon • November 21, 2024
In a bold move that signals a complete transformation, Jaguar is set to reinvent itself as a pure electric luxury brand, with a dramatic new concept electric vehicle (EV) set to debut during Miami Art Week on December 2nd.
The British automaker will unveil its Design Vision concept, teasing a revolutionary approach to EV design that promises to be both “bold” and “dramatic.” This marks Jaguar’s most significant pivot in decades, as the company prepares to transition to a full electric lineup with three new models.
After the early success of the I-Pace, Jaguar had initially hesitated to fully commit to EVs. Now, the company is making an abrupt and complete shift, discontinuing most of its current gasoline models and charting a new course in the luxury EV market.
The upcoming lineup will feature three EVs, which include a low-slung grand tourer, an SUV, and a traditional sedan. All models will be built on the new Jaguar Electrified Architecture (JEA) and feature North American Charging Standard (NACS) ports, enabling access to Tesla Supercharger stations.
Jaguar is positioning these vehicles as ultra-luxury models, with price points exceeding $100,000. The first model, a grand tourer, is promised to deliver more power than any previous Jaguar road car, with deliveries expected to begin in 2026.
The company has introduced a new design language called “Exuberant Modernism,” characterized by bold forms, aggressive wheel arches, and smooth curves. A teaser image reveals a bulging rear fender and angular elements that signal a significant departure from Jaguar’s current design language.
The announcement has already sparked playful competition, with Lucid Motors responding to Jaguar’s “Copy Nothing” tagline with its own “Compromise Nothing” challenge. The high-end EV market is heating up, with Jaguar positioning itself to compete with luxury electric performers like Lucid’s Air Sapphire and the Porsche Taycan.
The new direction is rooted in the company’s founding ethos, paying homage to founder Sir William Lyons and his philosophy of embracing unexpected and original thinking. By choosing to debut the concept during Miami Art Week, Jaguar is positioning itself at the intersection of automotive design and contemporary art.
As the automotive world continues its electric transformation, Jaguar’s bold reinvention promises to be one of the most dramatic brand pivots in recent automotive history. With the global reveal scheduled for December 2nd, automotive enthusiasts and luxury car fans are eagerly anticipating Jaguar’s electric future.
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