Jaguar has a tall order on its hands when it comes to reshaping itself into an all-electric brand. The firm not only has to create a new lineup of vehicles that embody the core pillars of Jaguar’s identity but also create offerings that lure in customers. In the case of Jaguar, it will be all-new customers since the bulk of the brand’s loyalists are abandoning the brand in droves. However, Jaguar is not only content with losing customers but also confirms it’s still moving full speed ahead with its plans.
Losing customers is typically a bad thing
For many automakers, losing a large pool of customers is typically not good for business but Jaguar is actually fine with this new reality. Jaguar Managing Director Rawdon Glover told Auto Express that only 15% of Jaguar customers will return to the brand for their next vehicle purchase. For those who need a calculator, this translates to an 85% loss in business as the rest of the customers move their business to other brands.
The bulk of this loss of consumers is due to the brand moving higher upmarket with its inaugural all-electric GT having a base price that will be in the six-figure range which will push some of these loyalists out of the market. Other buyers are older purists, diehards who only want ICE powertrains in their purchase and will not even give EVs a chance if they wear the familiar Jaguar badge. This exodus has already made a dent in sales with the brand reporting it only sold 33,000 units in 2024 a sharp drop from the 180,833 cars it sold in 2018. In addition to the loss of customers, Jaguar also retired the bulk of its lineup with the XE, XF, F-Type, E-Pace, and I-Pace all ended in 2024 with only the F-Pace remaining in production.
Jaguar Type 00 will spearhead change
Eventually, even the F-Pace will be retired and the Type 00 will enter production later in 2025. Glover revealed that the production version of the 00 will carry over mostly unchanged with the rear window potentially being sacrificed for the sake of aerodynamics. Glover admits that for Jaguar to become sustainable, it needs to “create and attract a new client base.” However, with the old clientele leaving in droves, who will possibly buy these new models? Jaguar hopes wealthy city dwellers will buy the models but we suspect the company could also try to lure in some Tesla buyers who might be looking to leave the company due to the recent actions of CEO Elon Musk and his role within the Trump administration.
Jaguar says that most wealthy buyers choose an EV for the design and luxury with the actual powertrain often being very low on the list. That’s in stark contrast to what the bulk of old clients wanted with those buyers often putting the powertrain higher on the list along with amenities and styling. The managing director estimates EVs will represent the “dominant powertrain” as early as 2030. He also thinks “the industry hasn’t as a rule delivered really exciting EVs.” However, while Jaguar is confident that buyers will obey its logic, the market is suggesting the opposite is the case with the Rimac Nevera and the Lotus Evija serving as prominent examples of excitement coexisting with EVs.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.