The car is here. Sort of. The concept has been shown and a production luxury electric 4 door GT is coming. The design is genuinely interesting. It is different in ways that feel deliberate rather than desperate, and after everything Jaguar has been through, that is probably the minimum requirement.
But the design is not my question. My question is whether anyone in that boardroom looked hard at the segment they were building into.
Sedans Are Dying and Nobody Told Them
Sedans sit at roughly 10 to 15 percent of the global new car market. A large portion of those are fleet, taxis, and ride-share. The large luxury GT sedan buyer is an even teen tiny slice of that number.
Now price it up to compete with Mercedes and Bentley. Make it electric. Remember you told the rich white men who historically bought your luxury cars to look elsewhere. That target market is not small. It is microscopic.
But even I can tell you that most buyers at that price point right now want an SUV. Or they want a weekend car with soul, something like the F-Type that makes them feel something even if it occasionally terrifies them.
Did They Miss the Room, or Did I?
Here is where I get honest with myself.
I have worked with cars for over 25 years. I love this industry. But the people making these calls are smarter than me, paid significantly more than me, and sitting on market research I have never seen.
Has car culture shifted that much? Is there a buyer I am completely missing? A wealthy, design-led, tech-forward customer who specifically wants a grand touring sedan and is looking at Jaguar over Porsche, Bentley, and Mercedes?
Maybe. I genuinely do not know. That uncertainty is uncomfortable.
The Part That Actually Excites Me
The design direction is real. It is not chasing anyone. The proportions are different and the interior philosophy, from what has been shown, has genuine ambition behind it.
If Jaguar can build this thing properly, with the reliability that was always the missing ingredient, that changes the conversation. Not about the segment choice. About whether Jaguar can be trusted again as a brand that builds cars worth owning.
That is the only question that actually matters now. Not the rebrand noise, not the controversy. Can they build a car that works, holds its value, and does not turn into an expensive lesson three years in.
I Still Want Them to Win
Somewhere underneath all of this is a kid in a driveway handing tools to his dad while a Series 1 XJ6 ticks away as it cools down.
I want Jaguar to get this right. I just have no idea if they are.
