British luxury automaker Jaguar will officially halt the production of all the vehicle models in its current lineup, including gasoline, diesel, and electric, later this year. The move is apparently part of the brand’s preparation for the launch of its next-gen electric vehicles, Road & Track reports, citing JLR North America President and CEO Joe Eberhardt.
Jaguar goes all-electric
According to the report, the majority of Jaguar’s current offerings will ultimately end production in June 2024. Nonetheless, interested customers can still buy these outgoing models until the arrival of the next-gen electric vehicles in 2025.
“The majority of our products cease production in June, but they will be on sale for a much longer time. We will have a production schedule that enables us to have a continuous supply of vehicles until the new cars come … We’re trying to time it so we have enough volume to take us through to the launch of the new product and have a clean handover. But the plan is to sunset the current product portfolio and then launch the new ones.”
JLR North America President and CEO Joe Eberhardt
Three new battery-electric vehicle models will reportedly spearhead the brand’s electrification push amid worldwide efforts to cut emissions from the transportation sector.
Jaguar’s current lineup
Jaguar’s current vehicle lineup for the US market includes five models, including the following:
- XF sedan
- E-Pace crossover
- F-Type two-door coupe
- F-Type roadster
- All-electric I-Pace
Despite offering a diverse vehicle lineup, the brand remained behind its sister company, Land Rover, in terms of sales. For context, Jaguar only sold sub-43,000 cars globally in the year ending March 2023. Meanwhile, Land Rover sold nearly 280,000 units in the same period.
In the US, Jaguar only sold 8,000 vehicles, while Land Rover’s vehicle sales reached nearly 280,000 units.
All that considered, Jaguar is undoubtedly in dire need of some changes in order to keep up with the rapidly evolving automotive industry.
“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 … 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.”
JLR North America President and CEO Joe Eberhardt
Upcoming EVs
Jaguar plans to launch three new battery-powered vehicle models to usher its shift to electric mobility.
The first model will reportedly arrive as a four-seat gran tourer similar to the popular Porsche Taycan. It is expected to deliver a WLTP-rated range of up to 430 miles for more than $100,000 base price.
As per the report, this upcoming model will serve as the brand’s most potent road car in history. Therefore, its top-tier trim will highly likely deliver a maximum output of more than 575 horsepower.
Meanwhile, the other two electric vehicles in the pipeline will arrive in late 2025 and 2026. All the upcoming models will use the Jaguar Electric Architecture (JEA), a purpose-built platform for the brand’s next-gen offerings.
Jaguar confirmed that it will not directly sell its new electric vehicle models in the US, as it plans to offer them through dealerships. The first Jaguar EV is expected to have a base price of about $127,000.
