Toothless Cat: Jaguar About to Become a One-Model Brand
As you know, Jaguar is now just a shell of its former glorious self, but things are about to get even worse before they start to get better.
The head of JLR (Jaguar Land Rover), Adrian Mardell, confirmed during a recent presentation to investors that the F-PACE compact SUV will be the only new Jaguar left at the end of 2024.
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Its little brother, the E-PACE, will end production in the coming months. So will the XF and XE sedans (the latter has already been discontinued in Canada), as well as the I-PACE electric crossover. These models are all about to join the F-Type coupe and cabriolet, whose swan song consisted of a special edition for 2024 called F-Type 75.
Mardell said that the vehicles standing on death row are generating close to zero profitability. The F-PACE, which will survive a bit longer, currently accounts for more than a third of Jaguar sales.
The company is focusing on the development and launch of a brand new generation of SUVs and electric vehicles to be built on uniquely designed platforms. They will be more luxurious, more upscale, more exclusive and more expensive, thus allowing Jaguar to make more money—at least if all goes according to plan.
The first of three new EV models riding on the Jaguar Electrified Architecture (JEA) is slated to launch sometime in 2025. Look for a preview in the form of a concept later this year.
Showrooms are going to be awfully empty for a while. In fact, Automotive News Canada reported in mid-June that JLR dealers are preparing a joint lawsuit against the automaker. They feel short-changed by the move to reduce the number of Jaguar stores, adopt an online retailing business model and significantly limit annual sales in the country.