Part 6/8:
The Challenge of Up-Market Positioning
Adding another layer of complexity, Jaguar's transition aims to radically upscale the pricing of its vehicles. Current models range from around $48,000 to $80,000, but the brand's future offerings are expected to start at a price point of at least $122,000. This drastic change places Jaguar in direct competition with revered premium brands, leaving investors and customers questioning whether Jaguar can effectively reinvent itself in this elite market.