In a significant shift for the iconic British brand, Jaguar is undergoing a major transformation. The carmaker is set to become an all-electric brand by 2025, and as part of this transition, it will discontinue its entire existing lineup of vehicles, except for the F-Pace SUV.
Models like the XE, XF, XF Sportwagon, F-Type, E-Pace and even the I-Pace electric SUV will be phased out by the end of this year. The F-Pace will get a temporary reprieve and remain on sale for a few more months, possibly until the launch of Jaguar's first all-new electric car arrives sometime next year.
The reason behind this strategic move lies in the profitability of the existing Jaguar models. CEO Adrian Mardell revealed that these models generated "close to zero profitability" for the company. Moving forward, the revamped Jaguar brand will focus on premium electric vehicles with a niche target market. They are aiming for annual sales of less than 50,000 units, a significant decrease compared to their current volume. These upcoming EVs will be built on a new long-wheelbase platform called JEA and will boast features like all-wheel-drive, rear-wheel steering, and fast-charging capabilities.
Jaguar is expected to unveil a concept car later this year, offering a glimpse into their electric future. The first production model is rumored to be a high-end Gran Tourer EV with a price tag exceeding $130,000 USD (upwards of INR 1 crore). Additionally, there are reports of a large electric SUV in the pipeline.
This news comes as a surprise considering some rival brands like Mercedes-Benz and Cadillac have reportedly reconsidered their plans to go entirely electric by 2030 due to lackluster sales of electric vehicles. However, Jaguar seems determined to forge a new path in the luxury electric car segment.
The only Jaguar to survive this mass culling is the F-Pace SUV, the brand's best-selling model. It will remain in production as the rest of the lineup is phased out. How long it sticks around remains to be seen, but we're guessing it will be offered alongside Jaguar's new electric cars for at least a few months.
The brand has also witnessed very low sales in India, despite offering some iconic cars in India like the XJL and the XF. Who remembers the F-Type SVR?
