Sticker Shocks, No Discounts: Jaguar Wants To Change The Way It Sells Cars

• Jaguar’s future EVs will be rare and very expensive.
• Discounts are also out of the question for the British automaker.
• The first of the new Jaguars, a four-door EV heavily influenced by the controversial Type 00 concept, is scheduled for 2026.

Jaguar is flipping the script and going for an all-luxury experience as part of its massive rebranding. After getting in hot water for the controversial Type 00 monolithic electric concept and the associated advertising campaign, the British automaker is planning a major revamp of its sales process.

When the company’s production hiatus ends next year and the first of the new breed of Jaguars–a four-door electric super sedan–comes to life, gone will be the days of healthy discounts and high production numbers. Instead, the automaker is betting big on low volume and high prices.

2026 Jaguar Electric Fastback (InsideEVs rendering)

Photo by: InsideEVs

“Trying to chase volume like we were with F-Pace and XE, and competing on payments is not luxury,” said Brandon Baldassari, head of Jaguar USA, for our sister site Motor1 at The Quail yesterday. “We’re better when we can charge the price that we want to charge, don’t discount, produce in a small enough volume that we make an honest profit, but we don’t flood the market.”

The luxury electric sedan segment is all but a high-volume game, and Jaguar knows this. That’s why it wants to double its average transaction price from $65,000 to $130,000 once the four-door gran tourer debuts next year. 

“This is not a huge segment, so it’s not like we’re going to be selling a million of these things,” Baldassari said. “These will be rare—when you see one, it’ll be a special occasion.”

As a result, some dealers are backing out of their franchises, either because they don’t operate in a promising EV market or because they simply don’t believe in the product, the company’s USA boss added.

So, how does Jaguar plan on finding the right customers for its boxy, futuristic electric sedan? In short, by using the same dealers that currently sell Range Rovers. “We’re selling this through the [Jaguar-Land Rover] dealerships, who sell $200,000 Range Rovers all day long,” Baldassari told Motor1. “They know this client, and they know how to treat this client. They understand this client.”

For decades, the storied British brand has struggled to compete with German companies like BMW and Mercedes-Benz, consistently falling behind in delivery numbers and profits. Now, Jaguar is starting from a clean slate with hopes of succeeding in a market where Bentley and Rolls-Royce lead the way. Will it succeed? We’ll just have to wait and see if the automaker’s bold reinvention will work out.