Jaguar is about to discontinue nearly every product in its lineup, with five models sent to the trash bin as the result of disappointing profits. The only exception will be the F-Pace crossover, which will be the last remaining vehicle in Jag’s current lineup that will continue with production. The F-Pace serves as a rival to the Cadillac XT5.
According to a recent report from Automotive News, the five Jaguar models set for discontinuation include the XE sedan, the XF sedan and wagon, the F-Type sports car, the E-Pace crossover, and the all-electric I-Pace crossover. The XF competes with the Cadillac CT5, the E-Pace rivals the Cadillac XT4, and the I-Pace goes head-to-head with the Cadillac Lyriq.
The new cuts were announced last month during the company’s investor day event held on June 19th. “We are eliminating five products, all lower value,” Jaguar Land Rover (JLR) CEO Adrian Mardell told investors. “None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures.”
With the discontinuation of these five models, Jaguar will focus its efforts on transitioning to become an all-electric vehicle brand. The first of Jaguar’s new-generation EVs is expected to debut next year, with a concept anticipated to be revealed in the U.S. sometime during the 2024 calendar year. Jag has a total of three new EVs in development, all of which will ride on the new Jaguar Electrified Architecture (JEA). The three all-electric Jags are part of JLR’s plans to launch six new EV models in the next three years.
This strategic shift means that as the new Jag EVs head down the pipeline, there will be an interim period in which the brand will have only one model to sell, namely the F-Pace.
Despite these cuts, JLR recently posted its highest annual profit since 2015, recording 2.2 billion pounds ($2.85 billion at current exchange rates) on 29 billion pounds ($37.6 billion) in revenue.
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Comments
LOLOL. If there’s one thing Rover is known for it’s their quality electronics. Jaguar switching to all electric is like the Beatles switching to all Yoko Ono.
There was once a time when Jag was a fantastic sedan. Reliable? Not so much. But they made a sedan that was sexy, poised, graceful and had an interior that Cadillac and Lincoln could only dream of. And then they decided the majority of it’s lineup should be crossovers with no style and zero class. A couple years ago I delivered a new Volvo XC60 to a broker’s client and they had me take her similar sized Jaguar SUV (I have no clue which bland model it was). I got into the thing and had to drive it 5 miles back to the dealership. Worst experience ever. Drab all black interior with zero real wood. Nothing buy plastic and semi-soft padding all around. The car only had about 17,000 miles, but it rattled and was noisy. Horrible vehicle to drive.
Now compare that to the 1989 and then 1996 Jaguar XJ6’s that I owned years ago. Both were outstanding cars to drive, rattle free and comfortable as heck. Both loaded with soft leathers, real wood and oozed style. IMO, Jaguar deserves a new owner who will bring it back to it’s better days or it deserves to die.
agree with you the 80 % major part you wrote, but no please no wood inside or outside cars. That was the problem the jaguars of 1970ies, 1980ies, 1990ies… most were nice exteriors with chrome but the wood inside in fascia killed the excitement.
NICE: I can understand if you don’t like wood or wood-like materials inside, but there has to be something there. What do you suggest? More bland plastic that matches the rest of the inside? It’s bad enough that we barely have any interior color choices any more. The wood or wood looking materials just gives the interior more class. Now what I would agree with is the brands offering both a standard wood trim with the option of metallic or carbon fiber for a sport trim. That way people like you can be happy and so can those like me.
the 1960 cadillac interiors were wonderfully styled and had no wood… wood seems cheap, remember me killing the wonderful trees and forests
<<< NICE, they are UGLY anyway and maybe they do NICE models again, but under indian tata do not believe
Dumb move.
There’s nothing distinctive about the modern day Jaguar.
Zero competitive differentiation in both styling, design and features.
Like putting a Jaguar logo on a coffee mug and claiming it’s “special”.
Haha. I’ve seen nicer looking coffee mugs!
Seriously though, Jaguar used to be a brand that I truly aspired for. My first experience was with a used 1985 XJ6 in silver with red interior. It was traded on a Cadillac at the dealership I was working for in 1989. I wanted to buy it so bad, but everyone there told me to stay clear of it due to lack of reliability. So I did, but I was able to drive it for a few days before they wholesaled it and I fell in love.
A few years later, I picked up a well used 1989 XJ6, white with blue leather. Loved driving it, but after a year it was giving too many issues and I traded it on a very clean 1996 XJ6 in British Racing Green with tan leather. Now that was a great car! Ford had owned Jag for about 7 years by then and everything was way more reliable. I should have kept that one. Anyhow, those cars had class, style and a ride like few others. Very unlike today’s Jags.