Big changes are coming to Jaguar. The new Jaguar Land Rover CEO, Adrian Mardell, recently outlined a plan to shift the brand from a premium automaker to one that sells two-million dollar vehicles in a new “halo strategy” that will see most of its current vehicles discontinued.
Mardell’s plan includes building special edition models with price tags upward of $2 million, far outpacing anything the automaker currently makes outside of its Continuation models. At least some of Jag’s new models will land as EVs, such as the four-seater concept that will debut later this year.
This shift will radically change Jaguar’s catalog, leaving only the F-Pace “for the foreseeable future.” That would mean dropping the I-Pace, E-Pace, XF, and F-Type, but Mardell said that those models “are vehicles on which we made any money.”
We don’t know the timeline for this transition, but given the other vehicles’ lack of profitability, the move will likely come without much delay. Jaguar Land Rover has been seen increasing sales during the first part of 2024, but its relatively small size compared to its rivals doesn’t give it much wiggle room with profit margins.
This is the end of a long era for Jaguar, the automaker that has seen so many ups and downs over the decades that it’s hard to tell where things are headed at any given moment. The F-Pace is a fine luxury SUV in some forms, but it’s a shame to lose the gorgeous F-Type and miss out on an update to the I-Pace, which has an attractive design but leaves much on the table for performance and range.
[Images: Jaguar/Land Rover]
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