In a bold move towards electrification, Jaguar Land Rover (JLR) is set to retire all Jaguar models except for the F-Pace, as the brand transitions to an electric-only luxury marque.
This decision spells the end for the E-Pace and electric I-Pace, both manufactured by Magna Steyr in Austria, following the earlier discontinuation of the XE, XF, and F-Type from the Castle Bromwich plant in June. JLR CEO Adrian Mardell cited the low profitability of these models as a key reason for their removal. However, an official end date is yet to be confirmed.
In 2023, JLR reported 21,943 global F-Pace sales, 7897 E-Paces, and 4874 I-Paces. The F-Pace dominated UK sales, outperforming the rest of the Jaguar lineup combined and more than doubling the sales of the I-Pace, with 7000 units sold last year. This trend has continued into the first half of 2024.
JLR’s sales are now largely driven by the Range Rover, Range Rover Sport, and Defender, which together accounted for 59 per cent of the company’s 111,180 global sales in the first half of this year. This dominance of high-profit SUVs was a significant factor in the decision to streamline the Jaguar lineup.
“We are eliminating five products, all lower value. None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures,” Mardell explained to investors, as reported by Automotive News Europe.
Jaguar’s new chapter will begin next year with the debut of a 450kW electric four-seat GT, reminiscent of the Porsche Taycan. Following this will be a luxury SUV similar to the Bentley Bentayga in 2026, and a large luxury sedan. All new models will utilise the brand’s bespoke JEA platform, marking a clear departure from the current lineup. Joe Eberhardt, CEO of Jaguar North America, said:
“We will have a production schedule that enables us to have a continuous supply of vehicles until the new cars come. We’re trying to time it so we have enough volume to take us through to the launch of the new product and have a clean handover.”
The discontinuation of the XE, XF sedan, XF wagon, F-Type, E-Pace, and I-Pace underscores Jaguar’s commitment to its “Reimagine” strategy, first outlined over three years ago. This strategy’s most significant and contentious aspect is the shift to an entirely electric Jaguar lineup by 2025.
