Jaguar to Streamline Vehicle Lineup and Focus on New Electric Series

TapTechNews July 14th news, the British luxury carmaker Jaguar has significantly streamlined its vehicle lineup, and by the end of this year, only the F-Pace SUV will be left on sale. Jaguar's move is to make room for the upcoming new all-electric vehicle series.

According to TapTechNews, the models being axed include the XE sedan, XF sedan and estate, F-Type sports car, and E-Pace SUV, and even Jaguar's first all-electric model, the I-Pace. Adrian Mardell, CEO of Jaguar Land Rover, said these soon-to-be-discontinued models have profitability close to zero.

In the last fiscal quarter, Jaguar's sales were only 15,324 units (compared to nearly 96,000 units for the Land Rover brand in the same period), among which the higher-priced F-Pace SUV contributed one-third of Jaguar's total sales.

We will phase out five low-end products, Mardell told investors. None of these models are profitable, and we will replace them with new cars built on a new architecture.

Jaguar's first all-electric vehicle based on the new-generation Jaguar Electric Architecture (JEA) is planned to go on sale in 2025, but Jaguar will release a concept car in the US by the end of this year to whet consumers' appetites.

Jaguar's transformation towards the high-end market declares the failure of its 25-year-long strategy of trying to replicate BMW's high-volume luxury car. Models like Jaguar XF, although with excellent handling, have never been able to shake the position of German rivals in terms of sales.

For the Austrian company Magna Steyr, which is responsible for producing the E-Pace and I-Pace, Jaguar's decision is a further blow. Earlier this year, Magna Steyr also stopped the production of the Ocean SUV due to the struggling start-up Fisker.