Jaguar has deleted the entire collection of posts on its official Instagram account from 2012 to 2022, leaving only three close-up shots of the XJR-9 racecar which won at the 1988 24 Hours of Le Mans. The bold move – similar to what certain celebrities do after a breakup or during their spiritual awakening – could signal a big change in the automaker’s marketing strategy, ahead of becoming an EV-only brand in 2025. More importantly, Jaguar SV has teased a mysterious model that will premiere on June 1.
The post-deleting spree only affected Jaguar’s main Instagram profile with 12.6 million followers, with the smaller Jaguar UK and Jaguar USA accounts retaining all of their content. The three photos of the Jaguar XJR-9 coming with the “Prologue”, “Genesis”, and “Flashback” notes were also posted on the Jaguar SV account, with an additional teaser showing an SVR branded steering wheel and announcing the mysterious premiere.
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The admins of Jaguar’s Instagram accounts were cryptic when replying to the fan’s questions, quoting “Something vivid this way comes”, or “no clues – check back in tomorrow”. Reading between the lines, Jaguar could announce a return to the iconic endurance race after 32 years of absence, although the British automaker hasn’t shown any signs of joining the crowded LMDh category. A more plausible scenario is an XJR-9 themed special edition of a certain model – or a concept car – designed by the special vehicle division.
Jaguar won’t be revealing any new production models until 2025, when it will go all-electric. Today, the range includes the XE and XF sedans, the E-Pace and F-Pace SUVs, the F-Type sportscar and the fully electric I-Pace. The future lineup will be based on a new EV-dedicated platform called Panthera. The mysterious premiere for June 1 will likely come with a proper ICE, since there is still some time left before Jaguar retires its lovely sounding V8.
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