Jaguar Stops Production of 6 Models for Lack of Profits

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At the beginning of March this year, there was news that Jaguar would stop producing all fuel vehicles in June this year and start the path of electrification transformation. From the recent exposed news, although the news is not entirely true, it is not far off.

Recently, Jaguar officially announced that it will stop producing the XE, XF, XF Touring, F-TYPE, E-PACE, and I-PACE models, covering sedans, sports cars, and SUVs, and only retain the F-PACE model for sale. Although they will stop production soon, you don't have to worry about not being able to buy them immediately. Jaguar will ensure that there is enough inventory in the market to meet the purchase needs of existing customers and transition smoothly. The reason for such a big move to eliminate so many cars at once is also very simple: not profitable! The CEO of Jaguar Land Rover said that the profitability of these models that are about to stop production is "close to zero".

In Jaguar Land Rover, Land Rover's performance is more outstanding. The Range Rover, Range Rover Sport, and Defender are the main sources of profit for Jaguar Land Rover. In May 2023, the Range Rover, Defender, and Discovery brands all began to operate independently. Since then, Jaguar Land Rover has had four sub-brands: Range Rover, Defender, Discovery, and Jaguar. After the independence, the development of each is more clear at a glance, and the poor-selling Jaguar seems somewhat marginalized. Among the Jaguar brand, the F-Pace is the most powerful, contributing about one-third of the brand's sales and profit points.

After the six models mentioned above stop production at the end of this year, the F-Pace will become the only model in the Jaguar brand's product line that continues to be produced, but its life cycle is also numbered. The last Jaguar F-TYPE came off the production line at the Castle Bromwich factory in mid-June this year. Over the past decade, the Jaguar F-TYPE has accumulated sales of 87,731 units. Its 5.0T supercharged V8 engine will also become the last song of Jaguar's fuel.

After the gradual elimination of low-profit models, the Jaguar brand will replace them with new cars built on a new architecture, focusing more on the development and production of SUVs and future electric vehicle models. The so-called new architecture is the new electrification architecture - JEA - that Jaguar Land Rover has built in the era of electrification.

New car spy photos, in terms of new cars, Jaguar Land Rover will launch six new electric vehicle models in the next three years, including three Jaguar brand models, including a 600-horsepower electric four-seater GT sports car that claims to be comparable to the Porsche Taycan, as well as luxury SUVs and large sedans. Jaguar may release an electric car later this year. This is a luxury travel sedan built on the new JEA platform, with a range of up to 430 miles (about 692.02 kilometers), a starting price of more than 100,000 pounds, and is expected to be equipped with a dual-motor power system, with a total output power of more than 575 horsepower, and is expected to be listed in 2025. For Jaguar, the future is an electric and high-end future, and its long-term brand plan is to become a super luxury luxury brand. It is reported that in the electric vehicle market, Jaguar's annual sales target is not more than 50,000 vehicles, learning from Bentley, considering high profits rather than high sales. As for joint ventures, on June 19 this year, Jaguar Land Rover and Chery signed a strategic cooperation intention letter, promoting a new cooperation model, strengthening the product matrix of Chery Jaguar Land Rover, and preparing for the era of electrification.

Chery Jaguar Land Rover will launch and manufacture a series of electric products, equipped with Chery's electrification platform, using the "Freelander" brand authorized by Jaguar Land Rover. The brand will be independent of Chery's existing product line and the four new modern luxury brand families of Jaguar Land Rover, promoting products in the domestic market through a "specific network," selling through an independent sales channel, and then selling back to overseas in the future. According to the cooperation news disclosed by both parties, this cooperation only involves pure electric models, without hybrid or extended range.

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