The F-Pace Will Soon Be Jaguar’s Sole Survivor
Jaguar is about to become a single-model manufacturer with only the F-Pace SUV escaping dramatic cuts at the British brand.
According to a report by Autocar, the E-Pace and electric I-Pace will be axed, following the demise of the XE, XF and F-Type in June.
“They’re all close to zero-profitability products,” JLR CEO Adrian Mardell explained to investors. “We are eliminating five products, all lower value. None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures,” he added.
Those new vehicles will all be purely electric, but have little in common with the axed I-Pace which achieved just 5,386 retail sales in 2024 compared to the F-Pace’s 23,351.
Despite its success the F-Pace will also be dropped when Jaguar becomes an electric-only brand in 2025, with the first vehicle of the new era expected to be a four-seater GT to rival the Porsche Taycan. The promised specs are impressive: 600 hp, a range of over 400 miles, and ultra-rapid charging that would add 200 miles in 15 minutes. All that is reflected in the price which will top £100,000—the highest Jaguar has ever asked for a series production model. Even that will be dwarfed when the company follows up with a luxury SUV in 2026, offering drivers an emissions-free alternative to Bentley’s Bentayga.
The company began investing in its electric future in 2023 and is expected to spend some £15 bn by 2028 on the transition. With several manufacturers back-tracking on their plans for full electrification will Jaguar’s big gamble pay off?
Talk about a fall from grace. RIP Jaguar.
AMEN!
The value of brands is interesting. Various sources have been saying we are due for mass consolidation of the auto companies for 20+ years –but really we have only got bits of that (Stellantis) and it has been blurred by non-western companies getting in the mix and buying some brands. People like Marchione (and I think Lutz) were calling for there to be like 5 global car companies period. Who knows, maybe google buys up 4 of them and a new monster?
Tata owns Jaguar since 2008. They don’t need to sell volume of Jaguar to be profitable, but what does the brand do for Tata? Land Rover has wider appeal in the current marketplace (also owned by Tata). As a prestige name who does Jag resonate with today?
Investing in new ICE Jaguar that elevates the brand would be great from my perspective. When was the last decade that actually happened and generated profit?
So I get why they would go with the various government-direction to go all EV. This presently pleases investors as well (though I am not sure how that impacts Tata). Not clear that many customers remain for this as EV sales are sluggish from what I hear.
But man, if Jaguar is going to take a final swing and it has to be EV… make it a beautiful descendent of an E-type and not a blob crossover. Someone has to think “Jaguar EV-type” is good marketing…
The beginning of the end of Jaguar- final edition. Not crappy construction, not poor dealer service, not horrific depreciation and resale value. Over priced will do it. A car line that starts at $130,000? Honestly how many can you sell.
Competing with the Taycan might not be the way to go. Porsche is slowing production due to poor sales this year.
Another car brand soon to be extinct thanks to political nonsense. Do they not know or care that EV cars are not selling well and have peaked and are being cancelled by the big manufacturers? I guess they don’t care about the NA market?
Folks tend to blame “politics”, “regulations”, “government” for a dying brand. Fact is it is usually a combination of bad luck and poor management. Jaguar has always been on the edge of extinction and passed through a few owners. Ford revived it, but then had to sell it when they needed to raise capital. The shift to only EV is a practical one. EV platforms are less expensive to develop and modify for different models. Also if you have ridden in a luxury EV you would know the level of quiet and smoothness is remarkable and that is what the 1% want (and status). Will EV save Jaguar – time will tell. A lot of competition in the luxury segment.
Goodbye Jaguar. It was a great run with some wonderful products but a bad ending with apathy for the brand.
So sad, so true.
Ta-ta indeed…
Jaguar is dead. They are making commodity SUVs and expect Jaguar prices. No style, no wow factor. No appeal. Look at it. That’s not a Jaguar.
Always loved Jaguar, an attractive choice to the German cars. Jaguar is over, there is no future for the electric only car makers. The End of Jaguar is the future.
I’ve always loved Jaguars. For several years, I have been planning to buy an E-Pace, painted BRG, just to live the dream. The money was never there, and now the car won’t be either. I am deeply saddened.
I hate to hear this. It’s a once proud make that has become just another EV. Sad.
If Jag only sold just over 23,000 examples of their “profitable” model and so few others, they can probably pull off the all EV gig. They are little more than a boutique maker at those levels. They only sold 64,241 cars total in 2023, and that’s spread over SIX models. The F-Pace was the best seller with 21,117. That’s also WORLD WIDE sales. With the low numbers it’s hard to turn a profit with ICE engines and all the mechanical items that go with them. An EV doesn’t have as much engineering involved and can be built much cheaper. THAT is the main reason the bigger manufacturers would like to switch to EV — they don’t care that much about the environment, they want the manufacturing simplicity and higher profits! That’s driven just about every major “improvement”. McPherson struts are far from the best suspension, but true strut suspensions are cheap and easy to make and install compared to double wishbone types — not better, but adequate, and saves the manufacturer money. Too bad such cost reductions aren’t always passed to the consumer. SOME of the reduction is in better pricing, or not having to raise prices, but a bigger portion goes into profits. But they try to convince you it’s a “better” way — like insurance companies trying to convince you that they are there to help you when in need — then try to get out of paying as much as possible when you DO need them… They are in business to make money, not to protect you!
Very sad news. Jaguar made stunning cars, SS100, XK120, XK150, C-Type, D-TYPE, XKSS, E-Type, E-Type V12, XJR-9, XJR-15, XJ220, XK8 for examples. At least we can look back at them and enjoy the view.
So sad what has happened to Jaguar. We have an 04 XJ8 that we absolutely love. British Racing Green/tan interior, just a beautiful car that we get compliments on all the time. We are the second owners having it for 12 years now. Very few issues. 35 MPG on the hwy. 95,000 miles. We keep it spotless. Never driven in winter weather since new. Just love that body style. And the leaping Jaguar on the hood! The smell of the leather interior is like it was when new. The quality of the components right down to the glass. So sad it’s gone.