LONDON -- Jaguar's new electric-only range of cars will start at about 100,000 pounds ($140,000), Jaguar Land Rover CEO Thierry Bollore told a British publication.
Jaguar Land Rover has been indicating that Jaguar will push further upmarket since the company announced its Reimagine turnaround plan in February, which includes the Jaguar brand dropping combustion engine cars starting in 2025.
This is the first clear indication the automaker has given on price of Jaguar's new all-electric range, which will start to roll out in 2025. The cars will embody "modern luxury," Jaguar says.
"Luxury starts not far from 100,000 pounds," Bollore told Auto Express magazine in an interview.
JLR confirmed Bollore's comments to Automotive News Europe.
Pitching its new cars at around 100,000 pounds would put Jaguar against rivals such as Bentley and Porsche, far above its current competition of BMW and Audi.
Bollore told Auto Express that the designs for the range of new electric Jaguars had been signed off.
He gave no further details of the cars. The magazine said the range will comprise of two crossovers and one sporty two-door model without giving a source for its information.
Bollore has said JLR will look outside the company for an electric platform suitable for Jaguar.
Jaguar will emulate the "unique" positioning of Range Rover to position its new models in the market, Bollore said in a separate interview with the UK's Autocar magazine.
"Look at Range Rover," Bollore told the magazine. "It's satisfactory on price and profit levels, and we haven't yet reached the ceiling. The price is extraordinary, and we have the volumes."
Bollore said that the Jaguar I-Pace full-electric crossover would be the brand's only current car to continue after 2025, but that it would be positioned differently to the new models.