[RahulNagaraj]

JLR had previously announced that its 'Jaguar' brand will become EV-only by 2025. Keeping up with this goal, the British carmaker has announced that it will axe its entire model lineup, except one.

Jaguar's model lineup, which includes the XE, XF sedan, XF Wagon, F-Type, E-Pace and I-Pace, will be discontinued by the end of this year. The only model which will continue to be on sale is the F-Pace. However, the SUV's days are also numbered, as it could be phased out closer to the launch of Jaguar's first all-new EV arrival sometime next year.



Speaking about the six models which will be discontinued, Adrian Mardell, CEO of Jaguar, stated that they barely made any money for the company, generating "close to zero profitability."

The overhauled Jaguar brand will push more upmarket electric vehicles going forward, with an annual sales target of less than 50,000 units. The upcoming premium EVs will be underpinned by the long-wheelbase JEA electric vehicle platform. Future Jaguar EVs will come with all-wheel-drive, rear-wheel steering and fast-charging capabilities.

Reports also mentioned that Jaguar will unveil the concept car later this year, previewing its upcoming electric vehicles. The first model is expected to be a Gran Tourer EV, priced over $130,000. Reports also mention that a big electric SUV is in the works.

Source: AutomotiveNews

Link to Team-BHP news

[ajmat]

I wish them all the best! Jag left it too long and missed a generation. Poor product maintenance on the XE and 2nd gen XF spoilt things. The F-Pace remained viable due to SUV demand and the fact that it shared Velar underpinnings.

Rumour has it that the canned XJ replacement was a stunner. would have done wonders for the brand. Since the Land Rover range gave meaty profits, JLR dealers were not too bothered.

Will they bother to take a punt and invest in promoting the new Jag? That will be interesting.

[omranga98]

I recently connected to someone who works in the tech department of JLR UK.

Apparently a Velar based Hybrid SUV was to be unveiled this year but it is now pushed to 2025 Q2 because they have an engine over heating issue.

This someone also mentioned that earlier. like most automotive companies, JLR also said that they would go full electric by 2030, so the entire development was focused on EV, which was suddenly dropped off in the middle to focus on Hybrids now. Which is why they are where they are.

[Silverfox1356]

Lucid tied doing the same thing and they are failing miserably. The only thing keeping them alive is the Saudi oil money.

I wish Jaguar all the best but to be honest, people are not as accepting of EVs as many car and consulting companies predicted.

Jaguar was already struggling, trying to find a place and build its image in an extremely competitive segment of cars. I hope this whole "coming out" as an EV only brand doesn't become its final nail in the coffin.

[volkman10]

Jaguar Land Rover to cut five 'zero profit' Jaguar models from lineup this year.

JLR sales are now dominated by the Range Rover, Range Rover Sport and Defender, which was another key factor in the decision.

The F-Pace SUV will be the only Jaguar to remain in production from the brand's current lineup, as the brand transitions to luxury EVs.

This model will only be there for 1 year until the future luxury electric model is presented in 2025.

After this one will come 2 more.

Link:

[ajmat]

Originally Posted by volkman10

Jaguar Land Rover to cut five 'zero profit' Jaguar models from lineup this year.

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XE- never sold in the volumes required. Too small
XF - Lost out in the SUV trend. Need strong investment and maintenance which never happened
I-Pace - Pretty good and ahead of its time. Strange styling and rapid progression of rivals caused it to fade fast.
E-Pace - Reskin of Discovery Sport - so anonymous, you would forget that it existed
F-Type - brilliant if not perfect. The demand volumes in this segment hampered profitability.

[IshaanIan]

I think Jaguar is forgetting its roots. They want to sell only upmarket EVs? That sounds like they have forgotten the value for money yet soulful cars they were known to make until the 90s. They should not have skipped a generation and then complained about sales numbers. I feel they ought to have discontinued the XF, released another XJ since it was long overdue, but positioned it just above the XF since value for money is literally what their brand used to be all about. The XE also deserved to be released with a fresh design and not last gen’s design. Nobody wants to pay more and more for 4cylinder motors and unreliability what makes them think people will pay further more for an unreliable EV from them? People used to buy Jaguars because they looked good, performed good and did not compete with the German trio in terms of pricing. At that point who wouldn’t want to gamble with unreliability in exchange for the value for money, performance and smashing good looks of a Jag?

It is sad to see a brand like Jaguar stray so far away from and lose its own roots in this manner. Perhaps all the big shots at Jag need to be sat down and given a history lesson before they run the company into the ground like this. Ofcourse Tata ownership is likely not to inspire any sense into the brand either

[Zinda]

It is not the first time a European Brand has announced going all EV in next x years, but reverted sooner or later. This one the the most aggressive though.

If I attempt to get the rationale behind this decision - JLR are owned by one company; while LR is back in style with its ICE suvs, Jaguar can't see the silver lining with ever shrinking Sedans. Hence keep the relatively popular ICE F Pace and move the remaining lineup to EVs. But what doesn't fit in the scheme is the fact that Jaguar hasn't made a significant mark even in the EV lineup yet! Plus, this is the lamest possible way out to keep an iconic brand afloat.

At last, Jaguar can blame only themselves to be in in this position! No new models, no improvements in their "mediocre at best" Automatic gearboxes and their A$$ sucks. No offenses to any Jag owners, but Jaguar never fails to appear among the most unreliable cars/Brands!

[RMN]

Gotta say, this is the make it or break it moment for Jaguar. If they aren't successful this time around, I don't see this brand surviving any longer. Their strategy is obviously ill timed but with already poor sales figures I guess they really don't have an option.

[amol4184]

They are going all in on EVs when almost everyone is scaling back and rethinking the EV strategy/sales targets. Audi being the latest. What's different with Jaguar exactly that they are going the opposite direction of rest of the players. I wonder how this will pan out.

Or may be its reduced to a little pet project company that doesn't mind losing money as long as the sibling companies are making bank.

[Santy19]

Slightly off topic but with each passing day, reading all the news about falling EV sales, lowering acceptance for EVs, and the rest of the world's plans to roll back EV predictions after Tesla frenzy, I’ll have to say “Hats off to JAPANESE”

Their vision of hybrids being a transitional medium towards EVs, investing, developing and believing in Hybrid Tech since late 90s and not falling for the EV frenzy of 2010s and 2020s is commendable! Their vision of the future is spot on! They are in the best position to dominate next 2 decades atleast IMHO.

Now coming to Jag, they are in a miserable position right now. The development cost of next gen XJ is wasted. Falling for this EV frenzy, they didn’t develop any ICE vehicles and now their EVs are also not up to the standards.

Next few years are the make or break period for this brand!

[benbsb29]

With pure EV manufacturers in the luxury segment losing money and sinking, how does Jag think they can buckle this trend? Even the German luxury brands who earlier jumped on the EV bandwagon are now scaling back while focussing on ICE engines.

The Land Rover division with its now separate brands seems to be making good money, so I suppose you need the Jag division to even things out.

[SKC-auto]

Originally Posted by Santy19

I’ll have to say “Hats off to JAPANESE”
!

Lexus is going 100% BEV in 3 major markets, US, EU and China by 2030, that's just 6 years away.

https://www.team-bhp.com/forum/elect...ic-2035-a.html (Lexus to go fully electric by 2035)

[Karthik1100]

Jaguar is the only luxury car from an Indian auto maker. I wish all the Jaguar varients should come back as made in India product with reduced cost and affordable maintenance cost. In that case people definitely prefer Jaguar over Audi and BMW.

[LMOO2]

Originally Posted by RahulNagaraj

JLR had previously announced that its 'Jaguar' brand will become EV-only by 2025.
Jaguar's model lineup, which includes the XE, XF sedan, XF Wagon, F-Type, E-Pace and I-Pace, will be discontinued by the end of this year. The only model which will continue to be on sale is the F-Pace.

This decision can cost them a big fortune just like Ford India. I still drool when I see a XJ. They had a great opportunity to overhaul their entire lineup but they are more focused towards EVs. I think JLR is planning to sell its Jaguar brand to some Chinese brand who has the tech but lacks the brand value since no one kills their products in this manner.