New Jaguar Models Will Look To The E-Type For Inspiration

Jaguar has become a niche brand amid thelow sales volumescompared to rival marques like Mercedes-Benz and BMW. However, the British car brand is on its way to a relaunch, and the company sees North America as the key to bringing its ambitious plans to fruition.

Automotive Newsreported that the all-electric relaunch aims to end the brand's "mediocrity" it has fallen into in a bid to beat the said German automakers. Jaguar's push for the relaunch will target the higher income market brackets, including the 20 million millionaires in the US, aiming for the same audience as brands like Bentley and Porsche.

"This brand was incredibly successful in North America 25 years ago before we took the compromises and the decisions we made," JLR CEO Adrian Mardell told investors last month.

Part of the relaunch features a radically reimagined design language that also takes inspiration from the brand's iconic models, such as theJaguar E-Type. This approach is similar to Alfa Romeo, whichwants to design its EVswith styling cues from the '60s. Hyundai is also known for reviving the design of its first car through the Ioniq 5.

By 2025,Jaguar is looking to becomean all-electric car brand like Tesla, making it one of the first renowned brands to do so.