Speaking to Autocar in his first one-on-one interview since joining Jaguar Land Rover last September, boss Thierry Bolloré said there would be a “family” of more upscale luxury Jaguars positioned there. where no one else is in the market, as part of his Reimagine plan for JLR.
Bolloré highlighted the positioning of the Range Rover lineup (as a manufacturer of cars of unique size and style priced far above what might be considered its conventional rivals) as the kind of field in which Jaguar has set itself apart. will install, and that the brand will not seek to create targeted rivals like Porsche, Bentley or even Aston Martin.
“Look at Range Rover,” Bolloré said. “It’s satisfactory in terms of prices and profits, and we haven’t hit the cap yet. The price is extraordinary, and we have the volumes.
Range Rover is “unique in its positioning,” Bolloré said, adding that the SUV sub-brand still sells in high volumes.
He explained that Jaguar’s plan is to create “separate cars without overlap”. They will be “truly modern luxury cars that are the copy of nothing in style or design, the pinnacle of technology and sophistication, but without looking back.”
“In desire, it’s similar to the Range Rover. We like that kind of positioning for Range Rover, ”he continued, adding that while he“ isn’t looking for volume ”for the revived Jaguar brand, he believes there is room for higher sales figures.
Although Range Rover will provide the business model for Jaguar to follow, its cars will not be SUVs or crossovers, but uniquely shaped, lower-profile cars with no direct rivals.
Bolloré explained that JLR’s Creative Director, Gerry McGovern, held a design competition within the company’s new design team to create inspiration for future Jaguars. The team was split into three, and in just three months they created designs and models that would normally take 18 months. Bolloré said this produced “incredible creativity” and the design direction and model family for Jaguar was now decided.