Jaguar has stopped production of its marque models that have been synonymous with the British carmaker - 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 to buy at least until the start of next year.
Surprising Inclusion of the I-Pace in Discontinuation
It does come as a surprise that Jaguar hasn’t discontinued just the petrol and diesel cars but also an electric car. The decision regarding the I-Pace is contrary to what Jaguar had indicated earlier. In an investor meeting, Jaguar CEO said that these models were "close to zero profitability.” It was also stated that these vehicles failed to make money for Jaguar. This indicates that Jaguar is in need of a major overhaul.
Jaguar F-Pace: The Last Model Standing
As stated earlier, the F-Pace remains the sole model available for purchase. The luxury SUV comes with a variety of engine options, including a turbocharged 2.0-liter four-cylinder engine and a more powerful 3.0-liter inline-six with mild-hybrid technology. The F-Pace features all-wheel drive as standard, providing enhanced traction and stability.
Inside, the F-Pace offers a spacious and comfortable cabin with high-quality materials and finishes. The infotainment system is centered around an 11.4-inch touchscreen with the Pivi Pro interface, supporting Apple CarPlay and Android Auto. Safety features include adaptive cruise control, lane-keeping assist, and a 360-degree camera system.
Future Plans: New Electric Models on the Horizon
The plan for the future is to launch three new electric cars on the carmaker’s new JEA (Jaguar Electric Architecture) platform. Jag will be going for lower-volume cars which can generate higher profits. The new cars will also be following a completely new design language.
The first EV offering from Jaguar is rumored to rival the Porsche Taycan. It’s also touted to be the most powerful Jaguar to date.
Jaguar's Strategic Shift and Impact on Customer Base
In an interview with Road & Track in February this year, JLR’s North American President and CEO, Joe Eberhardt, shed some light on the reincarnation of the brand and the fact that some typical Jaguar customers will be left behind.
“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 said.
Eberhardt further added: “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 or not. We really hope the British marque makes a comeback and rubs shoulders with the Germans and other rivals.
