By the end of this year, Jaguar showrooms will no longer have many cars for customers to choose from, as the British carmaker is planning to refresh its product lineup, keeping only the F-Pace SUV temporarily, but not for long.
The XE sedan, XF sedan and wagon, F-Type sports car, E-Pace SUV, and even the electric crossover I-Pace will be discontinued as Jaguar makes room for the introduction of new electric vehicles.
Even the all-electric I-Pace model may be discontinued in Jaguar's new product strategy (Photo: JLR).
Interestingly, reducing the product lineup from 6 cars down to just 1 could increase the profit margin for the company. Jaguar Land Rover CEO Adrian Mardell described the aforementioned models as almost unprofitable.
Jaguar only sold 15,324 cars in the second quarter, significantly lower than the nearly 96,000 Land Rovers, with the F-Pace, priced higher than the other models, accounting for a third of Jaguar's sales.
"We will phase out 5 products, all of which provide low value. None of these models are profitable, so we will replace them with a range of products using a newly designed platform," Mardell shared with investors.
Three new electric vehicles using Jaguar's new-generation electric vehicle platform (JEA) will be launched in 2025, but the company will introduce a concept car in the US later this year.
The F-Pace is currently the flagship model for Jaguar (Photo: Jaguar).
Jaguar's market upgrade efforts will mark the end of a 25-year period of unsuccessful pursuit of a high-volume luxury car strategy like BMW's extremely successful one. While models like the XF are quite good, they have never been able to compete with German rivals in terms of sales.
The decision to eliminate the E-Pace and I-Pace models is a "bolt from the blue" for Magna Steyr, the Austrian company that has a contract to manufacture both models for Jaguar. Magna also previously produced the Ocean SUV model for Fisker before the startup company went bankrupt earlier this year.
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