Alexandre
At a time when the automotive industry is undergoing radical change, Jaguar and Maserati commit to total electrification. If you didn't already know, by 2028 Maserati plans to become an all-electric sports and luxury car brand, and we've just learned that Jaguar is following close behind with a similar strategy, marking a new era for these two iconic brands.
Maserati: the electric challenge at the heart of the Stellantis strategy
The Maserati's decision to become 100 % electric by 2028 is part of a wider Stellantis Group strategy. This strategy, guided by the Dare Forward 2030 plan, aims to transform Maserati into a pioneering electromobility brand in the luxury segment. However, this transition is far from risk-free. The pooling of components within Stellantis, necessary to meet the Group's ambitious financial targets, could potentially damage Maserati's exclusive brand image.
The decision to abandon combustion engines, once the beating heart of Maserati models, is a bold one. The challenge is all the greater as brands such as Lamborghini, Ferrari and ultra-luxury Bugatti continue to bet on combustion engines for the medium term. In this context, Maserati's choice may seem out of step, but it is in line with a desire to comply with strict CO2 emissions standards, notably the CAFE standard, which imposes electric vehicle quotas for 2025.
Jaguar: a radical electric transition
Just like Maserati, Jaguar has therefore also decided to look to an electric 100 % future. However, the British brand is distinguishing itself with an even more radical strategy: it is planning a period of around a year when it will have no new cars to sell in certain markets, notably the UK. This decision, while risky, could allow Jaguar to reinvent itself completely and focus on a new, all-electric range.
This strategic choice is all the more surprising given that Jaguar is prepared to sacrifice all its current models, including the I-Pace, the brand's electric pioneer. The first car of this new era, a luxury electric GT, is expected in 2026. With a range of over 640 km and 575 hp, this model is clearly aimed at the high-end segment. We're talking about a starting price of over €130,000.
The absence of new models for an entire year could jeopardize Jaguar's market position, but the brand is counting on a multi-faceted strategy to get through this period: concentration on pre-owned vehicles, strengthening after-sales services, and synergy with Land Rover dealers.
However, this bold gamble is reminiscent of the brand's past tumults, notably the abandonment of the electric XJ project after massive investment. Jaguar has endured a difficult decade, marked by Brexit-related uncertainties, frequent management changes, and a drastic drop in sales, from 180,000 units in 2018 to less than 67,000 in 2023.
A new era for automotive luxury?
The strategies of Jaguar, Maserati and even Lotus reflect a trend among certain luxury brands seeking to reinvent themselves in a world that is likely to turn increasingly towards electromobility. While manufacturers like Lamborghini and Ferrari continue to rely on combustion engines, others are taking the risk of positioning themselves as leaders in electric luxury. Courage or suicide, time will tell.
I doubt that the Brexit has caused Jaguar sales to fall... It's more a question of lack of renewal. 67,000 units for Jaguar? Even if it's low, these are figures that make Maserati dream... even if the latter is above them in terms of prestige.
Electricity is the future, so I'm all for it, the performance and comfort are better than thermics, you just have to try one to understand and adopt it. On the other hand, if possible, it should be made by a group or entrepreneurs who understand what it means to make good cars, and please with the best technologies... reliable... which is not the case with Stellantis.
The I-Pace depreciation was clearly at another level even compared to Maserati. Pre-facelift I-Paces can be had for around 20-25k €.