Vision

Vision

By Doug Clayton, EVGrok Staff Writer

Jaguar is set to unveil its new electric vehicle (EV) concept, the Design Vision, at Miami Art Week on December 2, 2024. This concept is part of Jaguar’s strategic shift towards an all-electric lineup, aiming to position the brand in the luxury EV market. The Design Vision concept features a sleek, aerodynamic design with a distinctive rear profile, including a rear window replacement utilizing cameras and screens for rearward visibility. The vehicle is presented in vibrant colors such as “Miami pink” and “London blue,” reflecting Jaguar’s bold new direction.

The Design Vision concept is expected to be built on Jaguar’s dedicated EV platform, known as the Jaguar Electrified Architecture (JEA). This platform is designed to support the development of high-performance, luxury EVs, ensuring that Jaguar’s future models offer exceptional performance and advanced technology. The production version of this concept is anticipated to be released in 2026, with pricing expected to start at over £100,000, positioning it against competitors like the Porsche Taycan.

In conjunction with the concept’s reveal, Jaguar has introduced a new brand identity, including a redesigned logo and updated marketing slogans. This rebranding effort aims to appeal to a younger, more diverse audience while maintaining the brand’s heritage. However, the rebranding has sparked mixed reactions, with some critics expressing skepticism about the changes. Despite the controversy, Jaguar remains committed to its transformation into an all-electric luxury brand, with the Design Vision concept serving as a key milestone in this journey.