Jaguar is well aware that the switch to building only electric cars will cost customers. It is estimated that 85 percent will slip away.
Jaguar is preparing to lose customers when the brand plans to build only electric cars in 2026. In fact, management expects 85 percent to disappear.
This is what the brand's director Rawdon Glover tells Auto Express .
However, the 85 percent must be found among the drivers who are currently able to buy a Jaguar. These are the people the brand does not expect to see again.
Maybe it's because the 85 percent from 2026 won't be able to afford a Jaguar at all. The brand has announced that it will not sell cars for less than one million kroner from new.
The goal is no longer to compete with BMW, Mercedes and Audi. Instead, Jaguar believes that it belongs at the top. That is, among brands like Bentley and Rolls-Royce.
Jaguar is fine with losing 85 percent of its customers
But it could be a difficult exercise to implement. Jaguar dealers can already see that customers are losing out, including from used cars.
According to Enginepatrol , used car sales have fallen by 9 percent since Jaguar introduced the brand's new woke identity to the world with a highly controversial commercial.
Since the relaunch of the brand, Jaguar has been accused of throwing its entire history to the floor. However, the brand's CEO completely rejects the criticism.
Instead, he has spent his time telling the media that Jaguar doesn't bother with its 'old customers' at all. On the contrary, he has been sharply critical of the critics, whom he calls intolerant.
At the same time, Rawdon Glover feels compelled to deny having taken drugs when he and the rest of the management approved the idea behind the new logo and the idea of only building electric cars.
Jaguar can't deny that customers have been lost, though. Data from Marketcheck UK shows that the brand sold 133 used cars per day in the seven days following the relaunch, down from an average of 146 cars per day. That's a drop of 8.9 percent.
The former British brand is not the only one losing customers, however. Tesla is too. In Denmark alone, sales have fallen by 58 percent.
The falling sales are also affecting the share price. Since Donald Trump re-entered the Oval Office in the White House in the United States, a short-lived upswing in Tesla's value has collapsed.
In just a few days, the brand has lost the equivalent of 477 billion kroner in value. Of that money, almost 70 billion kroner is CEO Elon Musk's fortune. Or at least part of his fortune.
