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In a bold move, Jaguar has announced the discontinuation of all its models except for the F-Pace SUV. CEO Adrian Mardell cited profitability issues as the reason behind axing popular models like the XE, XF, F-Type, E-Pace, and I-Pace.
These decisions are part of Jaguar’s larger strategy to transition into an all-electric brand, aiming to enhance profitability and competitiveness in the premium automotive market.
Why the Cuts?
Jaguar’s decision to discontinue these models stems from their struggle to generate profit, with CEO Mardell emphasizing that none of these vehicles were financially viable. The focus now shifts to introducing new models built on Jaguar’s Electrified Architecture platform, starting with a new four-door GT anticipated to launch soon.
The Future of Jaguar
Looking ahead, Jaguar plans to revamp its lineup with electric vehicles (EVs) underpinned by advanced architectures. This includes launching three new EVs over the next three years, aligned with Jaguar’s commitment to sustainability and innovation in the automotive industry.
What Remains?
Amidst the lineup overhaul, the F-Pace SUV stands as Jaguar’s sole survivor for now. Known for its popularity and sales success, the F-Pace will continue to be available alongside upcoming electric models designed to redefine Jaguar’s brand identity.
Conclusion
Jaguar’s strategic shift towards electric vehicles marks a pivotal moment in its history, aiming to streamline operations and enhance profitability. While the discontinuation of beloved models may come as a surprise to enthusiasts, Jaguar’s commitment to innovation and sustainability remains at the forefront of its new direction.
