Luxury British automaker Jaguar is set to discontinue five out of its six current models by the end of 2024, significantly reshaping its portfolio.
As confirmed by a Jaguar Land Rover (JLR) representative, the lineup of models being phased out consists of the E-Pace crossover, the F-Type sports car, the I-Pace electric SUV, and the XE and XF sedans.
By next year, the F-Pace SUV will be the sole Jaguar model available on the market.
Strategic Shift Towards Profitability and Electrification
JLR has stated that the discontinuation of these models is due to their "close to zero profitability" and their limited contribution to the brand’s transition to an all-electric future. This strategic move marks a significant shift in Jaguar’s approach to profitability and sustainability. Prior to 2025, JLR declared intentions to discontinue its full lineup, including the F-Pace. Nevertheless, in a strategic shift clearly aimed at bolstering margins and profits, the company has decided to preserve its most lucrative model.
"We are eliminating five products, all lower value. None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures." - JLR CEO Adrian Mardell.
The Future of Jaguar
The F-Pace currently accounts for approximately one-third of Jaguar’s global sales. By dropping the five low-margin models, JLR aims to increase the average selling price of Jaguar vehicles, which is currently just over £70,000 (R1.65 million). In 2025, Jaguar will unveil the first model built on its new Jaguar Electrified Architecture – a four-door electric GT. This model is touted to be unique in its design and performance, with two more electric models to follow.
Farewell to the F-Type
As part of JLR's environmentally friendly transformation, the F-Type will be the first model to cease production. The final unit, a convertible V8 with a 5.0 litre engine, rolled off the assembly line in June 2024, featuring a black roof, Tan Windsor leather interior, and a Giola Green exterior. This last F-Type will be entrusted to the Jaguar Daimler Heritage Trust, joining its predecessor, the E-Type, in the official Jaguar Heritage collection for future special events.
To commemorate the end of the F-Type production, Jaguar has released a series of special-edition models for select collectors. Additionally, the brand has archived the exhaust notes of its V8 engines in the British Library for future generations to appreciate.
Discontinuation Timeline
While JLR did not specify exact dates for when the E-Pace, I-Pace, XE, and XF will cease production, it is expected to occur within the next six months, with remaining stock to run out in 2025. Like the F-Type, these models may also be sent off with special-edition versions.