FYI: Jaguar charges ahead with its ambitious EV plans, even if it means a temporary halt in new car sales in some markets.
Jaguar’s Bold Move Towards an All-Electric Future
While numerous automakers hesitate on their electric vehicle (EV) ambitions, Jaguar, the distinguished British brand, is moving full steam ahead. The company, in a bid to renew its aging lineup, is preparing to phase out its final combustion engine models starting next year across several markets. However, there’s a pivotal challenge: the EV successors aren’t yet ready, leading to a potential gap year without any new cars available for sale in some regions.
Transition Pains: A Temporary Halt in Sales
Based on an insightful report from Autocar, Jaguar Managing Director Rawdon Glove confirms the audacious move. The British automaker will discontinue all existing models except the F-Pace SUV, which has been a mainstay in its sales portfolio. Notably, this includes the pioneering yet underperforming I-Pace EV, which also faces the chop.
In select European markets and the UK, the F-Pace will also be phased out by early 2025, leaving Jaguar dealerships with a striking void until their new electric vehicles hit the market in 2026. This scenario means Jaguar showrooms could remain empty of new models for nearly a year.
Jaguar’s Disappearing Lineup
Jaguar’s recent announcement marks an aggressive step towards a complete overhaul:
- Current Models Discontinued: All current vehicles, except the F-Pace, are set for discontinuation.
- F-Pace’s Market Vanishing Act: By early 2025, the F-Pace will also disappear from showrooms in Europe and the UK, leading to a temporary sales halt.
Focus on Pre-Owned and Service, Not New Sales
Director Glove acknowledged to Autocar that there will be an interim period in the UK where customers won’t find any new Jaguars for purchase. Dealers are expected to pivot towards selling pre-owned vehicles and enhancing after-sales services during this phase. Many Jaguar dealerships share facilities with Land Rover, whose products are likely to fill the void temporarily. Nevertheless, restarting the brand remains imperative, and Jaguar’s plans reflect a clear commitment to revitalization.
The EV Vision: Going Upmarket
Jaguar aims to climb the luxury ladder in the EV market, as confirmed by Glove. In December, the brand will unveil an all-electric GT car boasting over 400 miles of range (on the generous WLTP cycle) and 575 horsepower, with a starting price in the six-figure range. This ambitious vehicle aims to re-establish Jaguar as a luxurious and performance-driven marque. Autocar’s full report includes promising renders of this new GT car.
Historical Hurdles: Management and Strategy Overhaul
Jaguar has previously entertained bold visions, yet faced obstacles such as:
- Management Shifts: A series of leadership changes impacting strategic consistency.
- Brexit Uncertainty: The political landscape added layers of complexity.
- Sales Decline: From over 180,000 vehicles sold in 2018 to fewer than 67,000 in 2023.
- Aborted Projects: The anticipated electric XJ sedan, which saw substantial investment, was ultimately shelved.
This ongoing transformation underscores Jaguar’s determination for a complete brand rebirth.
Implications for the US Market
What this strategic overhaul means for the US remains to be seen. Jaguar has confirmed that the new GT car will launch in the US, highlighting the market’s importance. However, it is unclear if the F-Pace will face the same fate in America. Given the more lenient emission standards stateside, it’s plausible the F-Pace might continue sales until the new GT model arrives.
Conclusion
Jaguar’s bid for an electric future marks a pivotal chapter in its storied legacy. While the transition involves significant risks, including a temporary market absence, it represents a monumental stride towards sustainable innovation and luxury. The brand’s commitment to electrification could redefine its place in automotive history.
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William Kouch, Editor of Automotive.fyi
