It was generally agreed that Jaguar’s much-maligned rebrand would result in smaller volumes and much higher prices for the automaker, but Jag’s head of USA operations’ recent statement confirms that its volumes and prices might be much more exclusive than first expected.
Brandon Baldassari said, “We have very realistic volume expectations. This is not a huge segment, so it’s not like we’re going to be selling a million of these things. These will be rare – when you see one, it’ll be a special occasion.” The automaker debuted a wild concept in 2024, previewing a radical change in its designs, but the shift will also come with a big change for Jaguar dealers.
Many stores will close as a result of the lower volumes, likely leaving standalone Land Rover dealers in their place. Baldassari said some dealers are making the decision voluntarily. “Our volumes are going down, so naturally, you don’t need as many retailers. Some of our retailers are choosing to voluntarily return their franchises. Because maybe their market just isn’t a big EV market, or maybe they don’t believe in it.”
When they go on sale, the new cars will roughly double Jaguar’s average transaction price, according to Baldassari, who also said he thinks buyers won’t be turned off by the expense, given the prices seen from Jaguar’s sister brand, Land Rover.
[Images: Jaguar]
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