[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