Article content Jaguar plans to discontinue five of its models, leaving only the F-Pace SUV in current production, as it prepares for an all-electric future. According to a report by Automotive News Europe, Jaguar Land Rover (JLR) CEO Adrian Mardell made the announcement during the company’s report to investors. The five models – the XE sedan (not sold in Canada), XF sedan , F-Type sports car, E-Pace compact SUV, and I-Pace electric SUV – have had “close to zero profitability,” Mardell said during the presentation.
Mardell added that, “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.” Learn more about the cars Jaguar had already confirmed in March it would discontinue its cars , but at the time it still appeared to stick with its sport-utility models.
The plan appears to be to launch three electric Jaguar vehicles by 2025, including an SUV that would compete with the Porsche Taycan , and have a promised range of around 700 kilometres and a starting price around $167,000 in Canadian loonies. Land Rover will also launch three EVs during that time, starting with an electric Range Rover . All upcoming models will be built on JLR’s “JEA” platform, designed specifically for EVs.
There was no mention of taking the axe to Land Rover, and for good reason. JLR said that at the end of its fiscal year in March 2024, it recorded its best annual profit since 2015 – and that its return to financial success was due to the Range Rover , Range Rover Sport , and Land Rover Defender , described as its “big three” of high-profit models. From April to June 2024, those three accounted for 59% of the 111,180 vehicles that JLR sold globally.
Of those 111,180 vehicles sold during those three months, only 15,324 were Jaguar models, and of them, one-third were the F-Pace, which means that’s why it’s the lone survivor of the bloodbath. Mardell also said the company is pushing to become solely a luxury automaker and will no longer offer mass-market premium vehicles. That will include special-edition models, some priced above £1 million (CAD$1.
76 million) as part of JLR’s “halo strategy.” It recently unveiled the Defender Octa , which will start at $175,000 in Canada and go upwards from there. The Jaguar I-Pace and E-Pace were built by Magna Steyr in Austria.
It’s the European arm of Magna, based in Ontario, and it recently also lost production of the Fisker Ocean when that company declared bankruptcy. Sign up for our newsletter Blind-Spot Monitor and follow our social channels on Instagram , Facebook and X to stay up to date on the latest automotive news, reviews, car culture, and vehicle shopping advice..
