The big purge has begun at Jaguar

Five models will disappear from the British manufacturer’s catalog. To be more precise, only one will remain!

If we knew that the sporty F-Type was condemned in the very short term, this abrupt decision is quite unexpected but fairly logical. Out of the six models currently in the catalog, Jaguar, or rather its parent company Land Rover, has decided to eliminate five. The reason is simple; they are not profitable! The models affected are the XE and XF sedans, the F-Type, the E-Pace SUV, and, more surprisingly, the fully electric I-Pace. This model was indeed until now a symbol of the vision of an electric and luxurious future for the manufacturer. The information was confirmed to our colleagues at Automotive News Europe by a brand spokesperson.

In 2025, Jaguar will therefore only market the F-Pace SUV, which starts at a price of 69,400 euros in France! The F-Pace was Jaguar’s best-selling model last year, with 5,292 units sold, so it is not surprising that it receives a reprieve.

Jaguar’s survival depends on electricity

This decision symbolizes the major transformation of the brand envisioned by Land Rover. Jaguar does not aim to compete with Chinese manufacturers in the low-cost small car market and must therefore find its place in the new electrified world. Jaguar will focus on what it does best, namely sports and luxury cars. But they will certainly be exclusively electric.

This aligns with the overall strategy of the Jaguar Land Rover group to occupy the high-end market. A logical decision when we see the success of the Range Rover, the Range Rover Sport, and the Land Rover Defender, which have allowed the group to recover after a decade of turbulence. The only question remains whether the group still truly needs the Jaguar brand…

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