Jaguar Land Rover (JLR) has been on a transformative journey since it unveiled its “Reimagine” strategy over three years ago, with a focus on electrification. A significant part of this strategy is Jaguar’s transition to becoming an all-electric brand by 2025. In a recent interview with Automotive News Europe, a JLR spokesperson announced a major shakeup: by the end of this year, six Jaguar models will be discontinued.

The models set to be discontinued include the XE, XF sedan, XF wagon, F-Type, E-Pace, and I-Pace. Initially, there were plans for the I-Pace electric SUV to continue alongside the new wave of EVs. However, Jaguar has since decided to phase out this model as well, along with its gas-powered counterparts.

The decision to cut these models stems from their lack of profitability. According to Jaguar CEO Adrian Mardell, these vehicles have been generating “close to zero profitability” and were described as “lower value” products. In discussions with investors, Mardell candidly stated that none of these models were financially viable for the company. Notably, the final F-Type has already rolled off the production line.

Moving forward, Jaguar’s lineup will be significantly streamlined to feature just one model, the F-Pace SUV. However, this model’s future is also uncertain as Jaguar’s electrification strategy progresses. Later this year, a concept car will debut, signaling the start of Jaguar’s EV era with a gran tourer expected to cost over £100,000 (approximately $130,000). Additionally, there are plans for a large SUV.

JLR aims to reposition Jaguar in the luxury market, targeting lower-volume, higher-profit vehicles in a bid to compete with Bentley. Unlike Bentley, which will continue to offer internal combustion engine (ICE) cars into the next decade, Jaguar is committing to a fully electric lineup. JLR, owned by Tata Motors, envisions the reimagined Jaguar brand selling fewer than 50,000 cars annually. Future models will be built on the long-wheelbase JEA electric vehicle platform, featuring advanced technologies such as rear-wheel steering, all-wheel drive, and fast-charging capabilities.

The new EVs will adopt a fresh, minimalist design language, differentiating them from the outgoing ICE models. According to Autocar magazine, the iconic leaping cat emblem will be retired, replaced by the “Jaguar” name, following a trend seen among other automakers.

Jaguar is taking a significant risk by fully embracing electrification while other brands are reconsidering their strategies. By eliminating combustion engines and intentionally reducing sales volume in favor of higher-priced vehicles, Jaguar aims to rebrand itself as a luxury competitor to Bentley. Only time will tell if this bold strategy will pay off, as the brand navigates a rapidly evolving and increasingly competitive high-end EV market.

Source: Automotive News