Part 7/14:
The Reckoning: A Radical Strategy
Recognizing its precarious position, Jaguar's leadership launched an audacious plan in 2021 called "Reimagine" under CEO Thierry Bolori. The goal was revolutionary: pivot to an all-electric, ultra-luxury brand by 2025. The new vision aimed to position Jaguar above BMW or Lexus, competing with Bentley or Aston Martin, by producing high-end electric vehicles at exclusive, low volumes.
This plan involved killing existing models and halting production, effectively leaving the brand in a deep hiatus. By 2024, Jaguar had stopped making most of its lineup, including the popular XJ and E-Pace, with plans to launch a high-priced electric GT costing around $200,000.