Jaguar's €100k luxury electric vehicle launch strategy shifts to leasing
Jaguar's luxury EV plan: leasing to combat depreciation risks
Jaguar's €100k luxury electric vehicle launch strategy shifts to leasing
Jaguar delays its €100,000+ electric vehicle launch, considering lease-only sales to control market value and prevent rapid depreciation like Porsche Taycan and Lucid Air.
2026-01-23T06:14:26+03:00
2026-01-23T06:14:26+03:00
2026-01-23T06:14:26+03:00
Jaguar is preparing to debut its first luxury electric vehicle priced over €100,000, but the market launch plan has taken an unexpected turn. Fearing rapid depreciation, the brand is considering leasing instead of selling, aiming to preserve residual value and protect its image.Why Depreciation Has Become Jaguar's Biggest ThreatLuxury electric vehicles are experiencing severe value loss. The Porsche Taycan, which debuted as a technological star, has been depreciating at a rate of around €10,000 per year. The Lucid Air presents an even more dramatic picture: losing €42,000 in value during the first year of ownership.Against this backdrop, Jaguar recognizes that launching the Type 00—with three motors and over 1,000 horsepower—could become a reputational risk if the market crashes its price immediately after sales begin.Development of the Type 00 is already delayed, and the brand is avoiding any mistakes. A two-year hiatus, closed dealerships, and reliance on a single product make miscalculation potentially fatal.How Jaguar Aims to Control the Market and Residual ValueAccording to German sources, Jaguar is considering abandoning direct sales. The new electric vehicle is planned for lease-only availability, which would allow the brand to control the number of cars on the market, manage residual value, prevent rapid price drops in the used market, and maintain an ultra-luxury product image.In practice, this is an attempt to create a closed ownership ecosystem where Jaguar fully controls the vehicle's fate, preventing cheap used offerings.Meanwhile, dealerships will be reformatted into premium boutiques with individual configuration and service for affluent clients. However, dealers themselves warn that the brand lacks an established business model, and competing with Bentley without hybrids or a broad lineup will be extremely difficult.The €100,000 Electric Vehicle as Jaguar's Only ChanceJaguar is taking the riskiest step in its history: launching a single flagship model without backup. If the Type 00 fails, the brand will have no alternatives left. But if the leasing strategy and used-market management work, Jaguar could maintain its premium status and avoid the fate of electric vehicles that rapidly lose value.
Jaguar electric vehicle, luxury EV depreciation, leasing strategy, Type 00, Porsche Taycan, Lucid Air, residual value, automotive market
2026
Michael Powers
news
Jaguar's luxury EV plan: leasing to combat depreciation risks
Jaguar delays its €100,000+ electric vehicle launch, considering lease-only sales to control market value and prevent rapid depreciation like Porsche Taycan and Lucid Air.
Michael Powers, Editor
Jaguar is preparing to debut its first luxury electric vehicle priced over €100,000, but the market launch plan has taken an unexpected turn. Fearing rapid depreciation, the brand is considering leasing instead of selling, aiming to preserve residual value and protect its image.
Why Depreciation Has Become Jaguar's Biggest Threat
Luxury electric vehicles are experiencing severe value loss. The Porsche Taycan, which debuted as a technological star, has been depreciating at a rate of around €10,000 per year. The Lucid Air presents an even more dramatic picture: losing €42,000 in value during the first year of ownership.
Against this backdrop, Jaguar recognizes that launching the Type 00—with three motors and over 1,000 horsepower—could become a reputational risk if the market crashes its price immediately after sales begin.
Development of the Type 00 is already delayed, and the brand is avoiding any mistakes. A two-year hiatus, closed dealerships, and reliance on a single product make miscalculation potentially fatal.
How Jaguar Aims to Control the Market and Residual Value
According to German sources, Jaguar is considering abandoning direct sales. The new electric vehicle is planned for lease-only availability, which would allow the brand to control the number of cars on the market, manage residual value, prevent rapid price drops in the used market, and maintain an ultra-luxury product image.
In practice, this is an attempt to create a closed ownership ecosystem where Jaguar fully controls the vehicle's fate, preventing cheap used offerings.
Meanwhile, dealerships will be reformatted into premium boutiques with individual configuration and service for affluent clients. However, dealers themselves warn that the brand lacks an established business model, and competing with Bentley without hybrids or a broad lineup will be extremely difficult.
The €100,000 Electric Vehicle as Jaguar's Only Chance
Jaguar is taking the riskiest step in its history: launching a single flagship model without backup. If the Type 00 fails, the brand will have no alternatives left. But if the leasing strategy and used-market management work, Jaguar could maintain its premium status and avoid the fate of electric vehicles that rapidly lose value.
