Price increase at Jaguar: Doubling the average selling price for new electric sedans

Jaguar has discontinued its previous models and is working on three new electric cars, which, according to Motor1, are set to be launched successively from 2026 onwards. The first will be a four-door electric sedan with four individual seats. A larger luxury sedan and an SUV will follow later. The technical foundation will be the new JEA platform, which enables ranges of up to 430 miles (692 km) and can recharge for 200 miles (322 km) in 15 minutes. Jaguar has not yet disclosed battery capacity, but observers estimate it to be more than 100 kWh.

Exclusivity instead of high sales

Brandon Baldassari, head of Jaguar USA, told Motor1 about Jaguar's planned reorientation:

"That’s why it wants to double its average transaction price from $65,000 to $130,000 once the four-door gran tourer debuts next year."

He made it clear that Jaguar is not aiming for high sales volumes, but rather wants to target a wealthy clientele with exclusive models. In terms of distribution, the brand intends to use Land Rover's dealer network, which already has experience in the high-price segment.

Baldassari explains:

 "We're selling this through the [Jaguar-Land Rover] dealerships, who sell $200,000 Range Rovers all day long," Baldassari told Motor1. "They know this client, and they know how to treat this client. They understand this client.”

New positioning in the premium segment

For Jaguar, the planned pricing strategy represents a clear departure from its previous positioning in the premium segment. Instead of high sales figures, the brand will focus on exclusivity. According to Baldassari, every model should be a "special event" when seen on the road.

"These will be rare—when you see one, it'll be a special occasion."

At the same time, he announced that the number of dealer locations would be reduced because sales volumes would shrink significantly.

Jaguar is part of the Indian Tata Group

Jaguar Land Rover (JLR) has been part of the Indian Tata Group for years, which is providing financial backing for the ambitious transformation. A recently released video teaser (see below) of the future brand identity focuses less on specific models and more on an avant-garde presentation.

Shift to electric mobility and transition into the luxury segment

Given Jaguar's price increase, the brand is not only completing its transition to electric mobility, but also its transition into the luxury segment. Whether this strategy will pay off in the long term will become clear after the market launch of the first new electric sedan.