Jaguar is axing its sedan lines, the XE, XF and also its F-Type roadster from its Castle Bromwich production facility in Birmingham. The Brit is also set to discontinue production of i-Pace and E-Pace at Magna Steyr in Austria. Only F-Pace SUV manufacture in the UK will continue ahead of the marque’s ICE-less reinvention. Most products have finished production already, though will be on sale for some time yet.
JLR boss, Adrian Mardell, has admitted that none of these models is turning a profit, hence the decision.
In 2023, JLR sold a global total of 21,943 F-Pace models, 7897 E-Paces and 4874 I-Paces. In the UK, the F-Pace outsold the rest of the six-car line-up combined. It also achieved twice as many sales there as the second-placed I-Pace in 2023, with 7000 sales. That gap has grown further this year, with the knowledge that I-Pace sales are about to end.
Range Rover, Range Rover Sport and Defender now dominate JLR sales. That’s another key factor in the decision for Jaguar to reform as an all-electric brand. Between them, these three have accounted for almost 60 per cent of the JLR’s 2024 half-year global sales (111,180 vehicles).
Mardell fronted investors saying “None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures”.
Jaguar North America’s CEO, Joe Eberhardt, commented recently that Jaguar is aiming to produce enough vehicles that the firm has continuous supply until the new models launch for “a clean handover.”
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