Jaguar Land Rover (JLR) has announced that it will discontinue all Jaguar models except for the F-Pace as part of its plan to transform Jaguar into an all-electric luxury brand. This means that the E-Pace and electric I-Pace models will be withdrawn from production. JLR CEO Adrian Mardell explained that these models were “close to zero-profitability products,” making them unsustainable for the company.
The decision to discontinue these models is also influenced by the fact that JLR’s sales are now dominated by the Range Rover, Range Rover Sport, and Defender. These high-profit SUVs accounted for 59% of JLR’s global sales in the first half of 2024. By eliminating the lower-value models, JLR aims to replace them with new vehicles on newly designed architectures that will be more profitable for the company.
Despite the discontinuation of these models, Jaguar’s new era will begin next year with the introduction of a 600bhp electric four-seat GT car, similar to the Porsche Taycan. This will be followed by a luxury SUV in 2026 and a large luxury saloon. All of these new models will be built on JLR’s new JEA platform, which is separate from the platform used for the current models.
Jaguar North America CEO Joe Eberhardt assured customers that there will be a continuous supply of vehicles until the new cars are launched. The timing of the transition is being carefully managed to ensure a smooth handover.
This strategic move by JLR reflects the growing demand for electric vehicles and the need for luxury brands to adapt to changing consumer preferences. By focusing on electric vehicles, Jaguar aims to position itself as a leader in the luxury electric vehicle market. The decision to discontinue certain models and introduce new ones demonstrates JLR’s commitment to innovation and staying competitive in the evolving automotive industry.
The shift towards electric vehicles is not unique to Jaguar. Many other automakers are also investing heavily in electric vehicle development and production. This trend is driven by factors such as increasingly stringent emissions regulations, government incentives for electric vehicles, and the growing consumer interest in sustainability.
In conclusion, Jaguar Land Rover’s decision to discontinue certain Jaguar models and focus on electric vehicles is a strategic move to adapt to the changing automotive landscape. By eliminating less profitable models and introducing new electric vehicles, Jaguar aims to position itself as a leader in the luxury electric vehicle market. This transition reflects the broader industry shift towards electric vehicles and underscores the importance of innovation and adaptation in the automotive industry.