Jaguar is undergoing a significant transformation as it shifts focus towards electric vehicles while navigating changes in leadership and production. The luxury car brand, historically associated with British craftsmanship, is owned by India’s Tata Motors. This ownership has not diminished its British roots, as the majority of its vehicles continue to be produced in the United Kingdom, particularly at several established sites.
Production Locations and Transition to EVs
Jaguar Land Rover (JLR) operates multiple manufacturing facilities in the UK, including sites in Warwickshire, Coventry, Solihull, and Castle Bromwich. Despite its strong British presence, JLR also has vehicle plants in Slovakia, India, and Brazil, alongside a joint-venture facility in China and seven technology hubs globally. Notably absent are production facilities in the United States, despite American consumers representing approximately one-quarter of Jaguar’s market.
The company is poised to conclude its traditional gasoline-powered vehicle production. The Jaguar F-Type will mark the end of this era, with the F-Pace being the final model produced at the Solihull facility before the shift to electric vehicle production. In a strategic move, JLR has also ceased production of the XE and XF models at its historic Castle Bromwich plant.
With a contract concluded in 2024 with Austrian manufacturer Magna Steyr, which produced the E-Pace and I-Pace, Jaguar is firmly setting its sights on an electric future. The highly anticipated Jaguar I-Type is set to enter the global luxury car market in 2026 as part of this transition.
Leadership Changes and Marketing Strategies
Jaguar’s transformation is not only a change in vehicle production but also a shift in leadership. Adrian Mardell, the CEO, is stepping down in July 2025, marking a new chapter for the brand as it pivots towards electrification and modern luxury.
To build excitement around its new direction, Jaguar has launched the “Copy Nothing” viral ad campaign, which aims to emphasize its commitment to originality and innovation. The brand’s new concept car, the Type 00, made a bold debut at Paris Fashion Week in March 2025, showcasing Jaguar’s vision for a futuristic luxury vehicle.
Overall, Jaguar’s ambitious plan to transform itself into a leading electric car manufacturer presents both challenges and opportunities. The stakes are high as the automaker prepares to launch the all-electric Jaguar I-Type, with production expected to begin in England in 2025. As the automotive industry increasingly shifts towards sustainability, all eyes will be on Jaguar’s ability to adapt and thrive in this evolving landscape.
