How Jaguar lost its way long before that controversial advert

Published On Dec 7, 2024, 8:08 PM

Jaguar Land Rover is repositioning Jaguar as an all-electric luxury brand, launching the Type 00 concept car as part of this strategy. The advertising campaign surrounding the relaunch has garnered mixed reactions, stirring significant social media chatter but also drawing criticism. Analysts note Jaguar's struggle to maintain market share and profitability while attempting to transition towards high-end electric vehicles, with new models expected by 2026. The brand is moving to target a wealthier demographic with prices starting at over £100,000, while the challenge remains to successfully shift public perception and attract new customers amid stiff competition in the luxury EV market.