Walk into a Jaguar dealer today and you’ll have your pick of a sedan, a sports car, an EV or two crossovers. It’s not the biggest lineup in the industry, but at least it’s a lineup. Soon, though, that won’t be the case, as Jaguar plans to kill off every single car it makes other than the F-Pace, with CEO Adrian Mardell telling investors that the other models offer “close to zero profitability,” Automotive News reports.
A Jaguar Land Rover spokesperson confirmed to Automotive News Europe that the British automaker plans to kill off the XE and XF sedans, as well as the F-Type, E-Pace and I-Pace. The XE was last sold in the U.S. as a 2020 model but continued on in other markets. Still, that doesn’t mean Jaguar is giving up. Instead, it plans to introduce new models that should be more profitable.
“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,” Mardell told investors.
Jaguar plans to pivot to an all-electric lineup built on a new platform it calls Jaguar Electrified Architecture, with the first JEA car set to be a four-door GT that will go on sale year, with a concept car to be revealed later this year. Over the next three years, the British automaker plans to launch three new electric vehicles, with Land Rover adding three EVs to its lineup, as well.
Mardell also plans to move JLR upmarket, with a focus on ultra-expensive special editions that cost north of £1.5 million, or about $2 million. The CEO told investors that this is part of a new “halo strategy.” Still, while we wouldn’t be surprised to see some pricey electric Jaguars, it sounds like the truly expensive stuff will be reserved for Land Rover.
