Jaguar Land Rover announced this month that its luxury Jaguar brand will eliminate five out of six models, including the all-electric Jaguar I-Pace.
According to the company’s CEO Adrian Mardell (via Automotive News Europe), production of the Jaguar XE, XF, and F-type ended in May, while production of the E-Pace and I-Pace at Magna Steyr, a contract manufacturer in Graz, Austria, will stop in December. This means that for a while, the brand will be left with a single midsize SUV model, the F-Pace.
The reason behind the radical shift is Jaguar’s upcoming transition to an all-electric luxury brand with three all-new models based on the Jaguar Electrified Architecture (JEA) platform. The current models also have “close to zero profitability.”
The Jaguar I-Pace, launched in 2018, wasn’t selling too well, although the recent two quarters brought a slight rebound. In Q2, sales amounted to 1,923; in the first half of the year, it was 3,894 units globally, or almost 12% of Jaguar’s total volume.
The volume was relatively low, even for a luxury brand standard. The lack of any significant upgrades to the specs—including battery and range—and fierce competition in the crossover/SUV segment, including with the Tesla Model Y, caused a gradual fade for the Jaguar I-Pace.
Over the course of more than six years, Jaguar sold globally 66,750 I-Pace EVs. By the end of 2024, the volume might reach 70,000 and it will be about it.
The company will continue to sell all the retired models while supplies last and will continue to service the cars, including combustion engine ones in the upcoming EV era.
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