The F-Pace is soon to be the only Jaguar standing as the automaker transitions towards an exclusive EV future.
For an automaker that is perhaps best known for its large luxury saloons and sleek sports cars, Jaguar however will soon be reduced to only producing its F-Pace large SUV. Such is as the British marque has since announced some rather brutal plans to cull the rest of its current lineup by the end of this year, as it prepares for its imminent fully electric transition come 2025.
This in turn means that both the E-Pace compact SUV and I-Pace all-electric crossover will soon be consigned to the history books, with the last of their kind reportedly to roll out of the Magna-Steyr plant in Austria by December. Jaguar meanwhile had already produced its last XF and XE, not to mention its final F-Type, at its Castle Bromwich site this past June.
Now as to why Jaguar is to be going to such brutal culling measures, its CEO Adrian Mardell recently told investors these five models were barely making the company any money. Generating “close to zero profitability” is the headline quote that has been repeatedly reported regarding these canned models, with Mardell apparently going as far as to call these cars “lower value” products.
Incidentally, Jaguar had shifted a total of 21,943 F-Pace models last year, relative to 7,897 E-Paces and just 4,874 I-Paces. In the UK at least too, the large SUV had indeed managed to outsell the rest of its six-car fleet combined and achieved more than double the sales of the second-placed I-Pace in 2023, with this sales gap having since apparently grown further still in the first half of 2024.
Looking forward into Jaguar’s all-electric future, the company is currently aiming to be a purveyor of upmarket EVs that is capable of rivalling the likes of Bentley. All future Jaguars will be underpinned by the long-wheelbase and all-wheel drive JEA electric vehicle platform developed specifically for brand, with it to further feature a minimalistic design language that has been touted look almost nothing like the outgoing ICE cars.
The first of these all-electric Jaguars has already been confirmed to be a 600 hp four-door GT in the vein of Porsche’s Taycan, with a projected range of 700 km on a single charge and a price tag of £100,000 (RM 600,000). This is apparently to then be followed up by an equally-expensive premium SUV, then a large luxury saloon.
If being entirely frank here, Jaguar’s ambitious all-electric luxury gamble is one that certainly looks like an increasingly bad bet by the day, especially as other automakers are currently delaying their once-bold electrification targets. Though considering that the British marque has been threading water for so long already, this brave roll of the dice is certainly has a greater chance of eventual success than just seeing the company slowly but surely sink beneath the waves.
What more is that if its history is anything to go by, Jaguar has certainly exhibited a knack of consistently successfully pulling off major reinventions of itself. It is just that it struggles actually maintaining that momentum later on…
