Deceased: Jaguar Models Including XE, XF, F-Type, E-Pace, And I-Pace

The automotive industry is undergoing a significant transformation as electric vehicles (EVs) become increasingly prominent. Jaguar Land Rover (JLR) is one of the companies at the forefront of this shift, with a bold “Reimagine” strategy that includes embracing electrification. A key aspect of this strategy is Jaguar’s plan to become EV-only by 2025.

Recently, a JLR spokesperson announced that six models will be discontinued before the end of the year. The XE, XF sedan, XF wagon, F-Type, E-Pace, and I-Pace are all on the chopping block. This decision comes as a result of these models being deemed unprofitable, with Jaguar CEO Adrian Mardell stating that they generate “close to zero profitability.” As a result, the company is simplifying its lineup to focus on higher-profit vehicles.

With the discontinuation of these models, Jaguar will streamline its offerings to just one vehicle—the F-Pace. However, even the F-Pace’s future is uncertain as Jaguar shifts towards an all-electric lineup. The company plans to introduce new EVs, including a concept car and a large SUV, to align with its new strategy. This move aims to position Jaguar as a competitor to luxury brands like Bentley.

JLR’s goal is for the revamped Jaguar marque to sell fewer than 50,000 cars annually, focusing on high-end, high-profit models. These future models will be built on the JEA electric vehicle platform, featuring advanced technology like rear-wheel steering, all-wheel drive, and fast-charging capabilities. The design of the new EVs will also undergo a significant transformation, emphasizing minimalism and potentially replacing the iconic leaping cat emblem with the full “Jaguar” name.

Despite the risks associated with this strategy, Jaguar is committed to its vision of a fully-electric future. By making bold decisions to drop combustion engines, increase prices, and rebrand itself, Jaguar is positioning itself for success in the competitive EV market. Only time will tell if this gamble pays off and secures Jaguar’s place in the high-end EV segment.

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