First pictures of new super luxury electric car emerge: Will reboot really see Jaguar EV go beyond BMW i7 and Mercedes-Benz EQS to challenge ultra-premium marques like Bentley and Rolls Royce?

Jaguar’s latest ultra-luxury revival has been in the works for some time, and now the brand has released the first images of its first model, set to be revealed imminently for a 2026 release.

Jaguar’s woes are well publicised, with a long period of struggling sales followed by cars pulled from shelves entirely pending a brand-wide reboot.

It’s not the first time Jaguar has been rebooted, but this time it will move the brand much further upmarket, chasing margin rather than volumes.

These first few images show a wide, long, and imposing sedan which looks to be a replacement for its previous XJ flagship which ended its run in 2019.

The British luxury marque has said in the past of that it will usher in a completely new design era for the brand alongside fresh positioning above the Audis BMWs and Mercedes-Benz of the world, instead targeting Bentley, Rolls-Royce and Maserati.

To that end, the new design looks unrecognisable for the brand, dumping the curvaceous bonnets and familiar flowing angles of its outgoing range in favour of something decidedly more boxy, with chunky edges, squared-off corners, and a high beltline to go with massive wheels.

2016 Jaguar XJ

It also looks to have enormous wheels with a long wheelbase. The side-aspect shows a low ground clearance, although the camouflage cladding makes it difficult to tell whether the final design will be a sedan or a liftback. Regardless it features four doors, an overall three-box shape and a long bonnet.

We don’t know much else about this prototype for now, only that it will ride on a new electric platform, the Jaguar Electrified Architecture (JLA) as part of the brand standing apart from Land Rover (which uses the MLA-Flex and PTA platforms).

A pair of SUVs is said to follow on from this four-door XJ successor vehicle as part of the brand’s “re-invention” which will involve Jaguar going back to making “beautiful desirable cars, not in huge numbers,” according to Jaguar MF Rawdon Glover in comments to Top Gear.

2026 Jaguar concept

He also confirmed at the time that the range would only be these three models, and that they would cost in excess of A$240,000.

A re-positioning of the brand comes at a necessary time for Jaguar, although its ultra-low-volume strategy would see a trickle of vehicles enter Australia, if JLR bothers with our market at all.

For context, other ultra-luxury marques like Bentley (56 units), Rolls Royce (17 units), Ferrari (53 units), and Aston Martin (51 units) hardly have a large presence in Australia, which would be a significant change for Jaguar, which, despite its woes, has still managed to move 536 units this year.

Still, if you can charge A$500,000 for a model and sell 10, you'll turn over just as much money as a company selling 50 $100,000 cars or 100 $50,000 cars.

2026 Jaguar concept

Other news out of JLR recently was a document leak that suggests its Land Rover Freelander reboot is well underway with Chinese joint-venture partner Chery.

The Freelander marque will also be completely unrecognisable, reportedly slated to launch with a seven-seat SUV in China next year utilising a Chery platform.

The Freelander sub-brand will be a China-only offering initially, with a global launch later down the track.

Stay tuned for all things Jaguar Land Rover, as the brand has much change ahead in 2024. Expect to see an electric Range Rover Velar among other reveals.