Jaguar is going to reinvent itself. As an electric Bentley competitor

Jaguar is having a hard time. Parent company Jaguar Land Rover has written deep red figures in recent years. It is therefore clear that something must be done. But the new Jaguar CEO, the Frenchman Thierry Bolloré, has very radical plans. Not only will Jaguar only build electric cars from 2025, the positioning of the brand also needs to be overhauled.

Jaguar introduces three new models

Until now, Jaguar has been more or less the British equivalent of Audi and BMW, but that's about to change, if it's up to Bolloré. The design of the new models - two crossovers and a sporty coupé - has already been determined, he says. The starting prices of the Jaguars will start above 100,000 pounds (116,000 euros).

Why does Jaguar sell so poorly?

"The brand has been damaged to some extent," Bolloré told British Auto Express. "Jaguars are beautiful cars. So then you wonder: why don't they sell? Because they are opposed to the models of Audi and BMW. And that's a problem: the positioning of the brand."

The new Jaguars are getting bigger

According to Bolloré, the future Jaguars will be bigger than they are now. "I think if you look at Land Rover, our customers want bigger cars. We often hear 'We want space'. And we want to respond to that need. Jaguar's positioning has to be very clear: modern luxury."