Jaguar Land Rover executives spoke about the automaker’s plans for the storied Jaguar brand to reporters at the company’s headquarters here on Wednesday.

The GT, the first new model under Jaguar’s reinvention under its Project Renaissance, will have a “jaw dropping” design like no other electric model on the road today, Gerry McGovern, JLR’s Chief Creative Officer, said.

“This will be a pivotal moment in Jaguar’s history,” he said.

Future Jaguars will tap into the iconic styling of models such as the E-Type but they will be radically reimagined, McGovern said. “They will shock and they will be fearless,” he said.

Jaguar engineers and designers have been working on the brand’s future EV lineup over the past two years.

Three design teams built 18 models to explore styling for Jaguar’s future models, McGovern said.

The design brief was inspired by Jaguar founder Sir William Lyons’ ethos that the brand’s cars “should be a copy of nothing,” McGovern said. This philosophy was exemplified by the E-Type, which “looked like it dropped from outer space,” McGovern said.

Asked if the design of Jaguar’s cars in recent years had been a failure, McGovern said they had not been. The designs “were not bad, but previous designs were aimed at a more mainstream customer base,” he said.

The GT will be the first of three all-new electric Jaguars. It will go on sale in select markets next year, with deliveries to customers in 2025.

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