Jaguar will cut its entire line-up to just one vehicle in a major shake-up as it moves towards an all-electric future.
The brand ended production of its XE, XF and F-Type models at its Castle Bromwich plant in May, while the hybrid E-Pace and electric I-Pace will cease manufacturing by the end of December.
Jaguar is looking to launch its line-up of electric vehicles next year, with the only remaining Jaguar vehicle being the F-Pace in petrol, diesel and hybrid variants.
As part of its new electric vehicle rollout, three new EV models will be introduced in the coming years, built on the Jaguar Electrified Architecture (JEA) platform.
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The F-Pace is the only surviving vehicle in Jaguar’s line-up
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The starting price of the F-Pace luxury performance SUV is £46,805, although the SVR 575 Edition retails from £87,230.
According to Automotive News Europe, Jaguar Land Rover will look to boost profit margins by removing five models that are “close to zero profitability”.
Speaking during at a recent Jaguar investor day, CEO Adrian Mardell, said: “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.”
Data from the Society of Motor Manufacturers and Traders (SMMT) found that Jaguar registered 1,175 new cars in June this year, enough for a market share of 0.66 per cent.
In the year-to-date, Jaguar registered more than 10,600 new vehicles, a 56.8 per cent increase compared to the previous year.
As part of electric vehicle plans, JLR will launch six new electric models over the course of the coming three years, with three of these being Jaguars.
The first is expected to be a fully electric version of the Range Rover, with JLR saying it has almost 40,000 “expressions of interest” from potential customers.
Mardell also highlighted how around 85 per cent of JLR’s “value” comes from sales of three models – the Range Rover, Range Rover Sport and Land Rover Defender.
Gerry McGovern, chief creative officer at JLR, also spoke at the investor day, saying that the new vehicles would be “different”.
He added: “Imagine something that you’ve never seen before that looks like it’s dropped from the sky – and times [that] by five,” The Telegraph reported.
JLR also suggested that the brand could move towards high-value, special edition models as part of a “halo strategy” push, with some costing more than £1.5million.
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The all-electric Jaguar I-Pace will also be phased out of production
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Jaguar Land Rover is expected to become a carbon net zero business by 2039, with its “Reimagine” strategy taking the brand on “an exceptional journey of transformation”.
