The XE sedan, XF sedan and wagon, F-Type sports car, E-Pace SUV, and I-Pace electric crossover are all being discontinued as Jaguar prepares for a new generation of all-electric cars and SUVs, according to Auto News. Ironically, this drastic reduction in models could improve Jaguar's profit margins. JLR CEO Adrian Mardell noted that these discontinued models provided "close to zero profitability."
In the last financial quarter, Jaguar sold only 15,324 cars, compared to nearly 96,000 Land Rovers. The F-Pace, which commands higher prices than other Jaguar models, accounted for a third of these sales. Mardell told investors, "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."
The first of three new EVs on the next-generation Jaguar Electrified Architecture (JEA) is set to launch in 2025. Jaguar will preview this new direction with a concept car debut in the US before the end of the year.
Jaguar's shift upmarket ends a 25-year effort to replicate the high-volume success of BMW. Despite producing quality cars like the XF, Jaguar never matched the sales of its German rivals.
The discontinuation of the E-Pace and I-Pace also affects Magna Steyr, the Austrian company contracted to build these models.
Source: Automotive News
