Today marks a major turning point for Jaguar, as the company has announced that sales of new cars in the UK have ceased – the first time the brand has been without models on sale in the UK since the Second World War. As part of Jaguar Land Rover’s "Reimagine" strategy, the iconic British marque is set to transform into an all-electric luxury car manufacturer. 

This reinvention will introduce a brand-new lineup of three models, with Jaguar’s next chapter beginning later this year when a concept is revealed, previewing the direction of its upcoming electric-only range expected to go on sale from 2026.

In an effort to completely redefine its identity, Jaguar’s new lineup will reference a famous phrase from its founder, Sir William Lyons, promising designs that are “a copy of nothing.” So far Jaguar has simply teased that its upcoming concept, set to debut by the end of 2023, will offer the first glimpse of this fresh design philosophy. This design vision will not only shape Jaguar's next generation of vehicles but is also expected to shift the brand's image entirely. In keeping with its pledge to create something unique, Jaguar has so far only shared a mysterious, disguised image showing the rear of a low-slung car with wide, squared haunches.

This ambitious shift in identity also sees Jaguar stepping into the high-end electric market, with a starting price for its new models under £100,000 putting it competition with Lotus’s range of electric cars, along with models like the Volvo EX90. Jaguar’s lineup will consist of three new models: a four-door saloon, an SUV, and a coupé. Sadly, the former World Car of the Year and Electrifying.com favourite, the Jaguar I-PACE, won’t be included in that lineup, as the Midlands-based brand announced it was going out of production earlier this year.

The first of these – an all-electric, sporty four-door saloon targeting luxury buyers – will be previewed later this year. An SUV model will follow shortly after, joining the increasingly popular high-end electric SUV segment, while Jaguar’s take on an electric coupé will complete the initial lineup.

No specific details have been released about the platforms or performance figures for the new models. However, it is expected that the electric Jaguar range will be built on the bespoke Jaguar Electrified Architecture platform. The upcoming concept car and 2026 model launches mark Jaguar’s ambition to join the ranks of luxury electric carmakers, appealing to both loyal enthusiasts and a new generation of buyers, with sales centres based in key luxury locations in major cities, such as Bond Street in London.