TechRater UK
jaguar i-pace at charging point banner
Motoring

Jaguar Suspends New Car Sales Ahead of Full EV Transition

Jaguar Land Rover announced a new global strategy about 4 years ago “Reimagination of Jaguar as an all‑electric luxury brand from 2025 to realize its unique potential.” The change has started and Jaguar has suspended sales of all new cars from November 2024 until 2026 when they hope to have their new line of fully electric (EV-only) vehicles in production.

On the 11th of November 2024, Jaguar announced that there would be no new internal combustion and hybrid models car sales in the UK but would continue building the F-Pace for export until March 2026. Jaguar will be solely focusing on the F-Pace SUV going forward and eliminate models like the XE, XF, F-Type, E-Pace and electric I-Pace from its range. Manufacturing of the E-pace and I-Pace models will continue for parts of Europe by the end of 2024.

In the UK, you can only buy Approved Used Jaguars but servicing, repair and warranty for existing owners will continue as normal though its network of dealerships without any disruption.

We expect a four-door super luxury GT concept car from JLR at the end of 2024, to be unveiled in the United States, with other SUV models to follow in 2026. The competition will be cars in the premium market by the likes of Porsche, Aston Martin and Bentley.

Jaguar was founded in 1922, some 102 years ago with car production starting in 1935. This is the first time it will stop selling internal combusting engines since then.

Why The Sudden Switch To Full Electric?

This is not sudden, JLR identified models in their portfolio that are low value, unprofitable and the need to replace them. Since Jaguar Land Rover’s “Jaguar Reimagination” announcement almost 4 years ago, the march has been on to realize its unique potential. “Land Rover” acquired Jaguar and became Jaguar Land Rover, they had a vision to return Jaguar to its past where they produced high-end desirable vehicles.

As Jaguar’s Managing Director Rawdon Glover said, “For the majority of its history, Jaguar has operated in the luxury space,’ said Glover. ‘It was renowned for making beautiful vehicles, very desirable, aspirational vehicles. In the last 25 years or so we’ve perhaps been in the more volume premium space, that’s not the place we think we should continue to play in.”

Glover also said, “It’ll be significantly elevated from where we are today. We are taking Jaguar back to its rightful place. We will end up with a much-reduced range.”

It looks like Jaguar is not going to be producing a lot of cars but will rather be looking to compete with the likes of Aston Martin, Porsche Taycan, and Bentley Bentayga in the GT segment of luxury vehicles. This means the production and sales target of around 100,000 cars of the first model and projected to cost in the region of over £100,000 at the showroom.

Jaguar’s Journey to Fully EV Transition

Jaguar has amassed EV knowledge since joining the Formula E World Championships in 2016 and successfully used some of the technology in its E-Pace and I-Pace line of road vehicle programmes already.

The development of the Jaguar Electrified Architecture (JEA) platform which has benefitted from its Formula E knowledge will be the basis for the new line of future vehicles during and after the transition.

According to Glover, Jaguar will be starting with a four-door GT touring car on the all-new JEA platform with a bold design and bespoke feel to brands like Porsche and Bentley, not forgetting the luxury of its own Range Rover models.

Based on the philosophy of Sir William Lyons, Jaguars founder, “Jaguars should be a copy of nothing” Professor Gerry McGovern, JLR’s creative director and design leader said the new Jaguar lineup will be “exuberant, fearless and jaw-dropping,”. We have seen what Gerry has done with the Range Rover models so all eyes are on Jaguar now.

How Has The News Been Received So Far?

Jaguar Land Rover’s decision to venture into a Fully Electric future was not well received in certain markets, and there have been reports that dealers in those markets are preparing to pursue legal battles against JLR over its decision with the Jaguar brand.

Clearly, JLR is keeping the F-Pace production for exports to China in the form of internal combustion engines (ICE) with plug-in hybrid electric vehicles (PHEV) and mild-hybrid (MHEV) powertrains for the foreseeable future. There are a few European partnerships that are due to come to an end in December 2024.

Conclusion

Jaguar Land Rover is a huge company and it is clear Jaguar is not making any profits considering its best profit since 2015 has come from the Range Rover, Range Rover Sport, and Land Rover Defender, which are all Land Rover models accounting for 59% of 111,180 cars sold globally which amounted to 85% of JLR’s total value.

All this time, the Jaguar F-Pace was the best-selling Jaguar model in 2023 when 21,943 units were sold globally. Not the numbers to light up the stock markets but this was more than higher than all the other Jaguar models combined hence the decision to keep it going for possibly a fully electric future eventually. There is no doubt that JLR has taken a decision that will not please everyone.

There must be opportunities JLR have identified in the direction it’s taking Jaguar. We look forward to the transition, full electrification of Jaguar and what that means for the brand as a whole.

Questions People Ask

What happens to Jaguar service and warranty for existing cars?

Jaguar Land Rover has said, there will be no interruptions in service for existing owners for warranty and servicing through the already existing network of dealerships. This means your warranty is protected and you can service and repair any current models in circulation as normal through your local dealership.

Can I buy a Jaguar now?

Yes, you can buy an Approved Used Jaguar depending on available models and stock in the UK. JLR is also continuing F-Pace production for export to China so for now, you can buy a new F-Pace in that market.

Related posts

Tesla Robotaxi “Cybercab” Unveiled – Driverless Future Commute

TechRater

Jaguar Land Rover iGuide App For Android and iOS

TechRater

Jaguar Land Rover Pivi & Pivi Pro Infotainment System

TechRater