Unless you’ve been living under a rock for the last few weeks, you’ll be well aware that Jaguar has left the internal combustion engine in its rear view mirror and turned the corner towards an all-electric future.
And it’s not gone about its business quietly.
A controversial advertising campaign to unveil a dramatic rebrand – which includes ditching some of its iconic logos – was revealed along with suggestions from execs that its EV future will alienate 85 per cent of existing customers.
A new Jaguar will emerge in 2026, though only after a ‘strategic’ 12-month hiatus from the market in what bosses have dubbed a planned ‘fire break’ to help its downsized dealer network prepare for the most dramatic shift change in the company’s 102-year history.
During much of this year-long ‘sunset period’, Jaguar will be a car maker that doesn’t actually make any cars.
Its factory in Castle Bromwich wound up in May, lowering the curtain on the …