Jaguar Ends Production of Iconic Models: A Shift Towards Electric Vehicles

Jaguar has officially ceased production of its marquee models that have defined the British carmaker, including the XE, XF, F-Type, E-Pace, and I-Pace. Jaguar marked the end of the F-Type’s production with a special model earlier this month. The F-Pace will now be the only Jaguar available for purchase, at least until the start of next year.

Surprising Inclusion of the I-Pace in Discontinuation

It is surprising that Jaguar has discontinued not only its petrol and diesel cars but also the electric car, the I-Pace. This decision contradicts previous statements made by Jaguar regarding the model's future. During an investor meeting, Jaguar's CEO indicated that these models were "close to zero profitability," suggesting that they failed to generate revenue for the company. This reveals Jaguar's need for a significant overhaul.

Jaguar F-Pace: The Last Model Standing

The F-Pace remains the sole model available for purchase. This luxury SUV offers a variety of engine options, including:

• Turbocharged 2.0-liter four-cylinder engine
• More powerful 3.0-liter inline-six with mild-hybrid technology

All-wheel drive is standard in the F-Pace, providing enhanced traction and stability.

Inside, the F-Pace boasts a spacious and comfortable cabin with high-quality materials and finishes. The infotainment system is centered around an 11.4-inch touchscreen featuring the Pivi Pro interface, which supports Apple CarPlay and Android Auto. Safety features include:

• Adaptive cruise control
• Lane-keeping assist
• 360-degree camera system

Future Plans: New Electric Models on the Horizon

Looking ahead, Jaguar plans to launch three new electric vehicles based on its new JEA (Jaguar Electric Architecture) platform. The brand aims to focus on lower-volume cars that can generate higher profits, accompanied by a completely new design language.

The first electric vehicle from Jaguar is rumored to rival the Porsche Taycan and is expected to be the most powerful Jaguar to date.

Jaguar's Strategic Shift and Impact on Customer Base

In an interview with Road & Track earlier this year, JLR’s North American President and CEO, Joe Eberhardt, discussed the brand's strategic shift and the reality that some traditional Jaguar customers may not align with the new direction.

“Obviously, we don’t want to leave anybody behind, especially since the brand has such a history, but there does come a point where you just need to focus on the future. It may not be a brand for everybody, and that’s by design,” he stated.

Eberhardt further explained, “I can’t tell you exactly what percentage of current Jaguar owners we will leave behind, but clearly given the positioning of the brand and the vehicles we will lose some clients along the way. It’s a difficult decision to make, but brands need to be focused and to decide what their purpose is. We just knew that we didn’t want to be another volume luxury brand, that is not something that aligns with the Jaguar philosophy.”

It will be intriguing to see if the upcoming electric era of cars will be able to rescue Jaguar. We hope the British marque successfully competes with German rivals and others in the luxury car market.