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Recently, according to media reports, Jaguar plans to launch three pure electric SUV in 2025, which will transform its positioning from BMW and Audi to Bentley, enter the high-end electrification market and accelerate the brand electrification transformation.

It is understood that three new pure electric SUV cars will be produced at the Jaguar Land Rover Solihar factory and share Panthera's new pure electric platform, which is expected to sell for about 80, 000 to 200000 pounds. Three new all-electric SUV designs will be created by the Gerry McGovern team, and a smaller SUV model will be designed in a similar style to the range Rover sports version, which is expected to start at £80, 000. Three-door and five-door models are available, while the flagship model will be larger and offer a dual-motor all-wheel drive system, mainly in China and the United States. In addition, Jaguar has set a target of selling more than 50, 000 vehicles a year in the future.

In fact, with regard to Jaguar's electric strategic plan, it said as early as last year that Jaguar will transform into a pure electric car company in 2025, launch six all-electric models in the next five years, and fully sell electric models by 2030. Land Rover, on the other hand, will increase electric car sales to 60% of total sales by 2030, and fuel models will be discontinued by 2039.

Throughout the sales of the Jaguar brand in recent years, it is not optimistic. Jaguar sales have fallen for four consecutive years since 2018, according to public data. Global sales of the Jaguar brand were 86270 in 2021, down nearly 16% from a year earlier, 102494 in 2020, down 36.5% from a year earlier, 161601 in 2019, down 10.6% from a year earlier, and 180833 in 2018.

For Jaguar, the results are really dismal. In response to Jaguar's sales in recent years, Jaguar Land Rover CEO Thierry Bolore once said: "Jaguar is a beautiful car, but the sales are not satisfactory." Because customers will choose BMW or Audi from the same camp rather than Jaguar. This is the problem brought about by Jaguar's brand positioning. "

In addition, with the increasing consumer demand for new energy vehicles, Audi, BMW and other luxury brand manufacturers have also accelerated the electrification process, for Jaguar, the transformation of electrification is also imminent. At present, Jaguar has only one pure electric model, the I-Pace, and its sales performance is not good. According to relevant data, global retail car sales in the first quarter of 2022 were 14574 units, down 37.9% from the same period last year.

After taking office in 2020, Jaguar Land Rover CEO Thierry Bolore launched a "reshape the future" strategy, making it clear that Jaguar will become a fully electric brand in 2025. Jaguar Land Rover also made a plan last year to launch six new all-electric cars in the next five years and to provide only electric powertrains from 2026. By 2030, 60% of Jaguar Land Rover's global sales will be pure electric, 10% plug-in hybrids, and the remaining 30% mild or standard hybrids, with the ultimate goal of achieving zero emissions globally by 2036. But then it was reported that a number of Jaguar pure electric models had been cancelled due to the termination of the development of the MLA-mid platform.

It is not difficult to see that the electric transformation of Jaguar Land Rover is not smooth. Some industry insiders pointed out that the product power of Jaguar models is not outstanding compared with other luxury brands, nor has it been specially designed for the large space and rich configuration that Chinese consumers like best, and the whole is still a sports niche route. Second, Jaguar's competitors are too strong. In addition, in recent years, Jaguar has launched the "price for quantity" means in China, hoping to rely on the price war to get it out of the predicament, but blindly trading price for quantity also makes the brand lose its original positioning, and the brand premium power is also losing constantly. For Jaguar, the electrified transformation will also face greater challenges.

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