- Jaguar is canning five models this year, leaving only the F-Pace SUV to carry the entire brand.
- JLR’s CEO described the XE, XF sedan and wagon, F-Type and I-Pace EV as delivering “close to zero profitability,” Auto News reports.
- Jaguar is preparing to introduce a new lineup of all-electric cars starting next year.
Jaguar showrooms will offer about as much choice as a prison canteen later this year when the Brit carmaker massacres every car in its lineup bar one. By the tail end of 2024 the F-Pace SUV will be the only Jaguar on sale, and its reprieve will be short-lived.
The XE sedan, XF sedan and wagon, F-Type sports car, E-Pace SUV and even the I-Pace electric crossover are all getting the bullet as Jaguar clears the decks in preparation for the introduction of a new generation of all-electric cars and SUVs, Auto News reports.
Related: Jaguar To Show Off Next-Gen EV This Year, Will Be A GT Model
Ironically, reducing its range from six vehicles to just one could actually improve the automaker’s profit margins. JLR CEO Adrian Mardell described the death-row cars as delivering “close to zero profitability.”
Jaguar sold just 15,324 cars in the previous financial quarter (compared with almost 96,000 Land Rovers) and the F-Pace, which achieves higher retail prices than its other models, was responsible for a third of those Jag sales.
“We are eliminating five products, all lower value,” 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.”
The first of three new EVs built on the next-generation Jaguar Electrified Architecture (JEA) is due to launch in 2025, but Jaguar will whet our appetites by debuting a concept car in the US before the end of this year.
Jaguar’s push upmarket brings the curtain down on a 25-year-long period in which it tried and failed to replicate the premium, but high volume, success of BMW. Though cars like the XF were good to drive, they never troubled their German rivals in the sales charts.
The brand’s decision to drop the E-Pace and I-Pace comes at a bad time for Magna Steyr, the Austrian company contracted to build both models, Auto News notes. Magna was also building the Ocean SUV for Fisker until the startup hit the skids earlier this year.
