Luxury SUV – Luxury Cars – Jaguar wants you to think of it as a Bentley, Aston Martin rival | Fintech Zoom
Jaguar’s gung-ho attitude towards electrification transition and upmarket aspirations come during a time of financial rebound. In 2019 the British firm
recorded a £3.6billion loss, which was then compounded by stormy seas during the Covid-19 pandemic.
However, late 2020 and early 2021 have been mostly kind to Jaguar. It reported positive profits and cash flow late last year, namely during the fiscal
“While sales and profitability have not fully recovered to pre-pandemic levels in most markets, it was particularly encouraging to see China sales up year-on-year
and global sales of the new Land Rover Defender starting to ramp up,” said JLR chief financial officer Adrian Mardell.
The electrification exercise is not coming cheap. Jaguar is set to invest £2.5billion into its electric development on top of what it’s already invested
into the technology. This money will, among other things, help with the design and production of an all-new Jaguar-exclusive vehicle architecture.