During a meeting with investors in Gaydon, JLR Chief Creative Officer Gerry McGovern openly acknowledged the current state of Jaguar. He admitted that past decisions have negatively impacted the company’s success, as their attempt to appeal to a wide range of luxury car buyers and become a British BMW has been unsuccessful. Consequently, this has resulted in the brand being perceived as mediocre with no distinguishing features. Nonetheless, there is a comprehensive strategy in place to rejuvenate the Tata-owned marque.

In an effort to compete with prominent brands like Porsche, Bentley, and Maybach, Jaguar will be moving upmarket. It plans to transform itself into a solely electric brand, focused on producing high-margin, low-volume products. Future vehicles will boast unique and polarizing designs, with Gerry McGovern stating that they will no longer prioritize trying to be universally liked. He emphasized that attempting to please everyone is detrimental and has been a contributing factor to the brand’s recent struggles.