Jaguar's Strategic Pivot: From Classic Sedans to a Future of Electric SUVs

Jaguar sets a new course, ending sedan and sports car production by June for an all-SUV, electric-driven future, starting with a high-end electric GT

Jaguar, the iconic British luxury car manufacturer, has announced a pivotal shift in its production strategy, marking the end of an era for its sedans and sports cars. By June of this year, the production of the XE, XF, and F-Type will cease, transitioning Jaguar into an SUV-only brand for the immediate future. The move was confirmed by Jaguar’s US boss, Joe Eberhardt, signifying a significant shift towards electric vehicles (EVs) and away from traditional sports and luxury sedans.

For now, Jaguar’s lineup in the United States will be pared down to the E-Pace, F-Pace, and the electric I-Pace. This strategic shift is not just about changing the types of cars Jaguar produces but also a clear indication of the company’s commitment to electrification. According to Eberhardt, speaking to Road & Track, the decision allows Jaguar to focus on launching a new, electric-only model portfolio. This portfolio will be headlined by a new four-door electric GT, which is expected to come with a six-figure price tag.

Eberhardt explained, «We will have a production schedule that enables us to have a continuous supply of vehicles until the new cars come," highlighting the company’s strategy to manage the transition smoothly and ensure that customers can still purchase the outgoing models for some time.

The shift comes at a time when Jaguar’s sales figures in the US are at their lowest, with only 8,348 cars sold in 2023. The aging current lineup has struggled to compete, especially the XF sedan, which despite being a fundamentally good car, failed to capture significant market share or rival the likes of BMW’s 5 Series.

The end of the F-Type production is particularly notable, as Jaguar marked the occasion with the release of special edition models, including the F-Type 75 to celebrate the 75th anniversary and the even more limited F-Type ZP Edition, touted as the brand’s last-ever combustion car.

Looking ahead, Jaguar’s manufacturing facilities at Castle Bromwich, which were responsible for the F-Type, XE, and XF, will pivot towards producing body panels for the remaining SUVs. The future, however, is electric. Jaguar is developing a brand-specific platform, the Jaguar Electric Architecture (JEA), for its next generation of vehicles, starting with the high-end four-door GT. This ambitious model aims for a 430-mile range (WLTP) and over 600 horsepower, setting a new benchmark for the brand’s performance capabilities.

Scheduled for delivery starting in 2025, the electric GT will be followed by two more «reimagined Jaguars," likely including a new SUV to replace the F-Pace/I-Pace and an electric sports car, possibly named the J-Type. This strategic overhaul marks Jaguar’s commitment to leading in luxury electric mobility, setting the stage for an exciting new chapter in the brand’s storied history.

Source: AUTOMOTIVE NEWS EUROPE