[RahulNagaraj]

British car brand Jaguar is all set to become an EV-only brand in 2025. Ahead of its restructuring, Jaguar is said to be ending production of its entire ICE model lineup by June 2024.

According to reports, Jaguar will also be upgrading its assembly lines for an entirely new EV platform. This means that apart from the ICE lineup, Jaguar's current EV offering, the I-Pace, will be discontinued as well. Among the models currently on sale, the XF, E-Pace and F-Pace will be discontinued sometime later this year, while Jaguar has already announced that the 2024 model year of the F-Type will be its last. The production of the I-Pace electric SUV is expected to continue until early next year.



Joe Eberhardt, CEO, JLR North America, suggested that although production of the models will end in June, they will continue to be on sale until the new-gen EVs start arriving. He stated, "The majority of our products cease production in June, but they will be on sale for a much longer time." He further added, "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."

Talking about the next-gen EVs, Jaguar's first model will come in the form of a 4-door GT - the brand's most powerful road car to date, with up to 575 BHP. The carmaker also states that the EV could do a 0-60 mph sprint in under 4 seconds and have a driving range of around 700 km. In terms of pricing, expect the new-gen Jaguar EV to be around $127,000 mark.

Source: Road&Track

Link to Team-BHP news

[Cresterk]

Good jaguar's lineup has long been outdated and their engines are horribly unreliable. Hopefully this means they will get back on track as a competitor to the german trio or atleast Volvo.

[astro-wolf]

As a kid, i always dreamt of owning a jaguar someday. As i grew up, i learned about their big engines. This is a sort of sad news to me, that I'll never be able to own a jaguar sedan with a big low stress engine. But, these are the times we're living in.

[Shreyans_Jain]

Jaguar has been systematically building up to commit suicide. First by downgrading the engines, then by stubbornly refusing to update their cars, and now this.

It is clear that the management is focused on the far more profitable Land Rover only.

[Reinhard]

While a sad news when reading the headline - 2 seconds later I realized that this news is a reminder that Jaguar still has ICE cars on sale . I had almost forgotten this altogether. Must have been one of the easiest decisions to make in Jaguar's history.

Overall - from an iconic marque a few decades ago - to some fringe luxury EV brand that will probably have its work cut out in future.

[volkman10]

Jaguar will face an uphill task selling its EVs in UK,

Car makers have accused the UK government of “sleepwalking into an EV crisis” after the chancellor snubbed calls from across the industry to introduce EV incentives.

During his hour-long spring budget statement, Hunt announced nothing to either incentivize buying or reduce the cost of owning an EV as the UK gears up to ban new ICE car sales in 2035.

Link:

[TROOPER]

How do you kill something that's already dead?

Coming to the next gen EVs, I think Tata-JLR have rather taken the realistic approach, to go even more upmarket. They could never make anything reliable like a Toyota to save their lives, so it's better to focus on the hardcore JLR fans and deep-pocket folks who have another couple brands in the garage to use when the 3 month old JLR is waiting at ASS for parts.

Zero effort to improve and also make more money in the process. Win-Win

[L8ButV8]

This is a risky move. It looks like they're finally executing on their goal to position the brand at a higher price point. The problem is, while they've talked about slotting in at a higher price point, they haven't talked about how they'll make better cars to justify the prices.

All their cars look and feel too similar. This is subjective-- but I also feel like they've toned down their #1 value prop i.e styling. I also don't hear anything about how the new EV will justify the price point quoted above -- $130k. At that price point they will compete with seriously fast cars (Tesla Plaid 2 sec 0-100, Lucid Air GT 3 sec 0-100, EQS AMG 3 sec, Taycan Limo 2.5 sec etc), or they will compete with the top end of luxury cars (S class, i7, GLS Maybach etc). Also,

I don't see what opening Jaguar will crack, to sell any cars at this price point or higher. And I think its a big red flag that they talk about how they'll move upmarket (business strategy) instead of how they'll make better/more desirable cars.

[anandhsub]

I dont track the luxury scene, but I am thoroughly confused given I read this only a few weeks back

JLR shifts focus to plug-in hybrids, amidst stuttering global EV demand

Or does EV include plug in Hybrids?

[ajmat]

JLR are playing "Whack a Mole" - trying different half-baked strategies etc.

They are enjoying the narrow stratospheric creamy layer with the Range Rover. They have improved quality but its nowhere compared to rivals. Jaguar has been neglected. The first XF was a brilliant and reliable car but Jaguar never made its successor as iconic. The XE - I tried to like it but is was underwhelming as a package.

The I-Pace was ahead of its time and Jaguar failed to capitalize and maintain the product. If they had brought out the XJ replacement which was supposed to be a stunner, it would have at least promoted brand awareness as a precursor to the forthcoming range.

What goes against Jaguar is volume - one needs volume or thick margins to develop and generate new products. Range Rover brings in the margins but not for two brands. If Ford had not merged the brands, Jaguar would be dead by now.

Jaguar has always had the image of the cantankerous lovable uncle. Now that image fading unless JLR spend billions on a brand refresh and proper class beating products!

[shree_shell]

Reminds me of “What’s dead may never die” from Game of Thrones.

Maybe this could allow them to start with a clean slate, and come up with competitive electric only platforms they could even share with Land Rover of vice-versa.

[GTO]

They still have a brand, guys....a brand with incredible allure, cachet & richness. Most people will agree that brand Jaguar ranks above its German competition.

The problem is their product range & pricing. Old, outdated, incompetent products for the most part with shoddy reliability and high price tags. It does look like Jaguar wants to start from a clean slate. This is a hard reset. IMHO, if Jaguar does EVs right (premium product, competent, realistic pricing), they can emerge as a niche + profitable EV player and in a far superior position than their failed ICE adventures.

Related discussion on Jaguar's woes (Whatever happened to Jaguar? Why is the brand struggling?). A must-read thread

[vellatechie]

Maybe Tata can sell the Jaguar brand to a Chinese company and recoup some of its investment if it's not serious about the brand?

Just like MG and Volvo, it can maybe get a second life?

Jaguar SEAL can definitely command more premium price than BYD SEAL.

[Fuel Of Satan]

A sad demise to an iconic brand. The "full EV-lineup" fad claims another prestigious automaker. I genuinely do not understand the modern design choices and drive-train decisions that these companies make. The whole "ditch the buttons and slap a TV on the dash and call it a day" attitude is quite sickening. These cars have no soul, they don't feel special at all.

Considering Jaguar's financial position, I'm assuming they will not be investing millions into carefully tuning the chassis of their EVs to make sure they perform well, unlike Porsche. If not for driving dynamics, this new "4 door GT" will just fade into the background and be just another high-powered EV that handles like a tank.

But the interiors are my true concern. I see brands replacing the traditional infotainment cluster with a giant screen, and I can't help but ask myself if this is actually "luxury"? Are you telling me that the differentiating factor between a bread-and-butter EV's interior and your "premium luxury" counterpart offering is the different software that goes into your screens? I really hope Jaguar has a second lease of life and performs well, but I do not have much hope for them

[TorqueIndia]

Its high time for a reboot for Jaguar, under Tata motors they made a beautiful lineup with great sales in 2018-2019 with an expanded lineup of FPace, Epace, iPace, and XE.

The designs were one of the USPs for both Jaguar and Landrovers, with both ipace and Defender designers moved away from the company, it's an interesting space to watch.

2018- Sales were up to 180K units


2019-161K units


2020-101K units


2021-86K units


2022-61K units


2023-51K units