Jaguar Axes Nearly all of its Models To Prepare For EV Comeback

Jaguar is doubling down on its EV gamble with the brand confirming it’s axing nearly all of its models to make room for the new arrivals including a luxurious GT car and other electric vehicles.

Jaguar’s final museum-bound F-Type emulates the E-Type’s exit from production.

Jaguar made waves when the British luxury car brand announced its “Reimagine” strategy with the plan focusing on transforming the struggling luxury marque into an all-electric brand by 2025. While the I-Pace proved to be a sales flop, the company is still determined to embrace this new path and is doubling down by axing five more models (six if you count the already retired F-type) to make room for the new EV arrivals. 

Jaguar is clearing house

Jaguar’s new EVs will take lessons learned from prior models like the I-Pace

In addition to the F-Type, Jaguar also confirmed that it will be retiring the XE, XF, XF Wagon, E-Pace, and the I-Pace EV. The I-Pace’s departure seems surprising at first glance due to it being Jag’s lone EV, but it becomes understandable once you ask local Jaguar dealers about its sales performance with many of them being frustrated with the I-Pace’s ability to stay glued to their inventory lots instead of finding new homes with customers. 

This frustration has also bled through to the top brass with Jaguar CEO Adrian Mrdell telling investors that the models were barely making the company any money and the exec even called them “lower value” vehicles. While the XE, XF, and F-Type certainly fit the bill due to those three being traditional cars that were routinely outsold by SUVs, the E-Pace CUV being lumped into the same category is a sobering end to a compact crossover that was supposed to bring more Jaguar buyers to showrooms while also offering a gateway to the bigger F-Pace. Unfortunately, the E-Pace proved to be a bust and failed to be the profitable entry point that Jaguar envisioned with its low sales numbers being an enduring reminder of just how Jaguar missed the mark with the crossover. 

The only model to survive Jaguar’s purge is the F-Pace with the large SUV being the best-selling model that Jaguar currently has. The F-Pace’s days are also numbered due to the “Reimagine” plan but for now, the model will help keep the lights on at Jaguar even as the wrinkles of time start to show in its stylish exterior styling and tech-filled interior. 

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Brand is entering bespoke EV market

Jaguar might face a slow start with some of its rivals still offering ICE-powered models to create a bridge to their EV models.

The mass axing of all of these models is also a sign of Jaguar ending an ill-fated experiment into being a mass-market luxury brand with the company once saying that it wanted to be on the same playing field as BMW, Audi, and Mercedes-Benz by offering a diverse lineup of cars and SUVs. While the company is waving the white flag on these efforts, it’s instead focusing on the bespoke EV market with Jaguar revealing that it will be building vehicles at a higher price point to draw in well-heeled buyers. 

The first of these models will be a grand touring model that’s projected to appear later this year with a big SUV poised to make its debut later on. Both models will have price tags that will start at over $100,000 and are poised to go after rivals like Bentley. However, while Jaguar is going all-in on the quick adoption of EVs, Bentley, and Volkswagen have been forced to play a more calculated approach to the segment with Bentley confirming that it will be selling hybrid vehicles for the immediate future with its EV adoption plans being pushed back. This will give them an advantage and Jaguar might find itself at a disadvantage when it comes to initial sales due to not having a hybrid model to serve as a bridge. Thankfully, Land Rover is still around, and look for the bulk of dealerships to use Land Rover sales to absorb some of the slack from the Jag models.