Newly appointed JLR CEO PB Balaji has defended Jaguar’s ‘Copy Nothing’ rebranding campaign. The campaign stirred controversy and received considerable criticism when it was launched in December 2024 with the Type 00 concept. Speaking to reporters, he said, “We have put our plans together, the cars are being revealed, they’re getting an exciting response from the customers on the ground. Therefore, that’s what the strategy is.” Managing Director Rawdon Glover has admitted that the company is prepared to lose up to 85 percent of its current clientele. The rebrand into a high-end EV automaker is expected to retain only around 15 percent of existing buyers, a significant blow to returning customers. Jaguar is now targeting customers of Bentley and similar high-end marques as competition. At a time when other car manufacturers are rethinking their electrification plans, Jaguar is saying goodbye to combustion engines completely. Glover says that in the high-end segment, buyers don’t care much about what powers the cars; “Powertrain is about 13th on the list.” Instead, according to him, design and interior take priority. Balaji also hinted at additional electric models to follow after the launch of the grand tourer. Insiders believe two more EVs based on the same platform will follow at roughly one-year intervals. One could be a coupe and the other, a large SUV. The new Jaguars are expected to be expensive, with prices starting from anywhere around 100,000 USD. With its rebranding, Jaguar will be targeting profits more than volume. Source: Motor1
