Jaguar Is Going To Rip Up Its Playbook For New EVs

These cars will be "really modern luxury cars that are the copy of nothing in style or design, the top of technology and refinement, but not looking backwards" (sic). So don't expect future Jag models to feature many retro styling elements, then. Jaguar's cars are to be unique in their shape, footprint, and stance. The reason for this is that the brands that Bollore calls "the originals" - BMW, Merc, Audi - are never going to be wanted less than a Jag. To steal sales from those German rivals, Jaguar needs to create its own segments. It needs to offer something totally new because the current XF, for example, is a car that buyers rarely choose above a 5 Series, E-Class, or A6, and who can blame them?

On the road to achieving that, JLR's chief creative officer, Gerry McGovern, arranged a design contest within the brand's newly consolidated design team to stimulate inspiration for future Jags. As a result, just three months after the contest began, Jaguar had created designs and models that would normally take 18 months. Thus, Jaguar's future design language has finally been decided upon, although we get no hints of what to expect.

With that in mind, the next Jaguar I-Pace electric SUV will be "permanently and significantly updated". Perhaps the name will remain, but it won't be anything like the current model. Essentially, Bollore wants Jaguar to play to its own strengths rather than try to compete with those who can't be beaten. It sounds like a difficult road ahead for Jaguar, but Bollore seems to know exactly what the destination is. Here's hoping he gets there.