For those who follow New York sports, the concept of a rebuilding year is all too familiar. Although it can be frustrating for fans, sometimes teams must endure a tough season of trading away high-priced players, securing draft picks, and creating salary cap space to foster a younger and more dynamic roster for the year ahead. This seems to be the path Jaguar is about to take, and unlike some New York teams (I’m looking at you, Giants), it’s being upfront about it.
Recently, Jaguar announced plans to discontinue nearly its entire model range, with the exception of the F-Pace SUV. This decision means the departure of the sleek F-Type coupe and XF sedans, alongside the less exciting E-Pace and the aging electric I-Pace, as the brand transitions to becoming entirely electric. Jaguar CEO Adrian Mardell noted, “They’re all close to zero-profitability products,” as reported by Autocar.
The Indian-owned British automaker plans to phase out its current lineup by December. At that time, it is expected to unveil an electric four-door GT concept that will set the stage for future models. This forthcoming production vehicle is rumored to offer 435 miles of range, over 575 horsepower, and rapid charging capabilities. However, the electric transition won’t fully begin until 2026, meaning Jaguar will not introduce any new vehicles for an entire year in certain European markets and in the UK. While customers will still be able to purchase used Jaguars and aftersales parts, Jaguar managing director Rawdon Glover confirmed that there will be “a period where you will not be able to buy a [new] Jaguar,” as cited by Autocar.
According to Autocar, this new four-door GT is expected to cost upwards of $100,000 and will elevate the entire Jaguar brand into a more upscale, premium market. Following this six-figure model, Jaguar is also set to introduce an electric SUV and a luxury sedan aimed at competing with Bentley’s Bentayga and Flying Spur, respectively.
“We’ve chosen a value-over-volume strategy, which is why we’ve targeted these price points,” Glover explained. “I wouldn’t say the EV market development is irrelevant, but I think it’s less significant than it might be if I were in a more commoditized volume segment.”
This focus on exclusivity is one reason Jaguar feels confident navigating an electric vehicle market where other luxury European brands appear hesitant. While Mercedes and BMW reconsider their electric strategies, Jaguar believes it can stand out with innovative designs. Glover remarked that many premium electric vehicles “all look quite similar because they’ve spent too long in a wind tunnel, for range purposes.”
“If we look at it, it’s quite a homogenous sector, and I suspect that might be part of the reason why the BEV sector has stalled a little bit. What you actually want to do is create a car that challenges some of those conventions,” he added.
The upcoming electric Jaguars are expected to offer a distinctive appearance, diverging from previous Jaguar designs. Even the iconic “Leaper” hood ornament is set for a redesign. However, it has been suggested that the new lineup of electric Jaguars may lack rear windows, akin to the Polestar 4. While the notion of an automotive brand taking a year off to revamp itself might seem drastic, particularly when its current models are underperforming, Jaguar feels this drastic measure is essential, despite the unusual nature of seeing such a well-regarded manufacturer embrace a rebuilding year akin to the Jets’ struggles since 1970.
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