Jaguar platform sharing talks and upmarket move revealed

Jaguar is set to move upmarket, while sharing tech with another car maker

Jaguar F-Type V6S badge

New Jaguar Land Rover CEO Thierry Bolloré has confirmed that Jaguar is talking to external partners about the brand’s new all-electric platform.

Bolloré recently revealed that Jaguar would be reinventing its entire line-up of cars in 2025 as part of JLR’s Reimagine plan, with the brand set to rival Tesla and Polestar by going all-electric. He also confirmed that Jaguar would not be sharing a platform with Land Rover, but would be developing its own bespoke architecture.

Now, however, talking at JLR’s investor conference, Bolloré said that Jaguar was talking with “a selection of actors” to work with on a new all-electric platform.

Jaguar’s decision to find a partner to work with “was a matter of scale and speed to go to market,” according to Bolloré, but he said that “naturally there is massive appetite to work with us.

Bolloré is leaving the strategy for future Jaguars to JLR chief creative officer Gerry McGovern and the choice of platform would be dictated by the design team. “It has to respect the proportion of the designs,” Bollore said.

Speaking to investors, Gerry McGovern said, “Great design begins with volume of proportions and clearly Jaguars will have quite significant different volumes of proportion compared to Land Rovers.

“Therefore, we need to look for opportunities out there in terms of architectures that we could utilise or refine to give the stunning jaw-dropping Jaguars I’m talking about.”

However, former Aston Martin CEO Andy Palmer recently told Auto Express that using a third-party platform would instantly put design constraints on McGovern and his team.

“If they buy [a platform] from someone else they’re constrained on design. There are something like 94 or 96 hard points on a platform, so the designer’s job is almost joining the dots,” said Palmer.

There is still a slim chance that Jaguar could develop its own platform, according to Bolloré. “It may be that we develop the platform internally, but it has to be design led,” he said.

“There is no point doing what we are doing with Jaguar unless these products are drop dead gorgeous."

Jaguar's upmarket move 

Investors were told that Jaguar would be moving upmarket with plans to “modernise and reimagine Jaguar in the luxury space. The brand would “target wealthier, younger, urban, creatively minded group.”

That will mean a more expensive positioning to hit Jaguar’s revenue targets with lower volume than Jaguar manages with its current line-up. “This new brand will be lower volume, it will be more exclusive and it will be a true luxury experience from the product to the way we take it to market,” said Gerry McGovern.

That was confirmed by Thierry Bolloré who insisted JLR would be targeting “profit over volume”.

Land Rover will beat Jaguar to full electrification with an all-electric version of the next generation of Range Rover, due in 2024. That car will sit on JLR’s MLA Flex platform, which was due to debut on this year’s all-electric Jaguar XJ saloon. That car has now been axed as part of the Reimagine plan.

Do you think the future looks bright for Jaguar? Join the debate in the comments...

Recommended

Jaguar Land Rover reveals prototype Covid-inhibiting cabin filtration system
Jaguar Land Rover cabin filtration system
Jaguar

Jaguar Land Rover reveals prototype Covid-inhibiting cabin filtration system

In-car harmful bacteria and viruses reduced by 97 percent through Panasonic’s nanoe X technology
16 Mar 2021
Jaguar Land Rover SVO chief: Electrification no obstacle to JLR personalisation
Jaguar SVO
News

Jaguar Land Rover SVO chief: Electrification no obstacle to JLR personalisation

Jaguar Land Rover's Special Vehicle Operations division is planning for an electric future
12 Mar 2021
Six decades of the Jaguar E-Type marked by new 60 Collection cars
Jaguar E-Type 60 Collection
Jaguar

Six decades of the Jaguar E-Type marked by new 60 Collection cars

A fully restored coupe and roadster recreate the E-Types unveiled at the 1961 Geneva Motor Show
12 Mar 2021
'Genesis’s aim is to lure Jaguar Land Rover customers'
Genesis
Opinion

'Genesis’s aim is to lure Jaguar Land Rover customers'

Mike Rutherford thinks luxury brand Genesis could take sales away from Jaguar Land Rover when it lands in the UK
1 Mar 2021

Most Popular

New 2021 Volkswagen Transporter T7 van teased
New 2021 Volkswagen Transporter T7 van teased
Volkswagen Transporter

New 2021 Volkswagen Transporter T7 van teased

Next-generation Volkswagen Transporter T7 will break cover later this year with a new plug-in hybrid powertrain
14 Apr 2021
'Nissan has been quietly building an advantage over electric car rivals'
Opinion Nissan EV
Nissan

'Nissan has been quietly building an advantage over electric car rivals'

Steve Fowler thinks Nissan is in a great position to build on the Leaf's success
8 Apr 2021
New Skoda Enyaq iV 2021 review
Skoda Enyaq iV 80 - front
Skoda Enyaq

New Skoda Enyaq iV 2021 review

The new Skoda Enyaq iV is the Czech firm’s first bespoke electric car and it brings a practical outlook to the EV ownership experience
13 Apr 2021