Jaguar-Land Rover CEO Adrian Mardell has told investors that the company will stop the production of five models this year including all-electric
In a recent update to investors, Adrian Mardell, CEO of Jaguar-Land Rover (JLR), announced that the company will cease production of five of its current models this year. Notably, this includes the all-electric Jaguar I-Pace, which has been a significant part of the brand’s push towards electrification.
Mardell’s announcement reflects a strategic shift aimed at streamlining JLR’s product lineup and focusing on future innovations. The decision to discontinue the I-Pace, which was initially heralded as a key player in Jaguar’s electric vehicle (EV) strategy, marks a notable pivot for the company. The I-Pace, introduced in 2018, was Jaguar’s first all-electric vehicle and received positive reviews for its performance and design. However, it appears that JLR is redirecting its resources towards new projects and technologies.
The other models being discontinued have not been specified in the announcement, but the move is part of a broader strategy to optimize the company’s production and align with evolving market demands. This decision comes as JLR faces increased competition in the EV sector and adjusts its approach to meet future automotive trends.
Mardell emphasized that the discontinuation of these models is a strategic maneuver to prepare for upcoming launches and to bolster the company’s position in the evolving automotive landscape. JLR is expected to focus on developing new, cutting-edge technologies and expanding its electric vehicle lineup in the coming years.
As JLR navigates this transition, the company remains committed to its long-term vision of sustainability and innovation, aiming to lead the market with advanced, environmentally friendly vehicles. The discontinuation of these models is seen as a necessary step to realign resources and drive future growth.
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