Jaguar is making a bold move by halting the production and sales of its vehicles for an entire year as it prepares to introduce a new generation of electric models. Once the F-Pace, the last remaining model in production, ceases in early 2025, there will be a gap before the first Jaguar new car, an all-electric vehicle, is delivered. Although this break in new car sales is significant, Jaguar plans to unveil a concept of its upcoming electric vehicle later this year, offering a glimpse into its future.
This transition has been underway for some time. Jaguar has already discontinued several models, including the XE, XF, and F-Type, with the I-Pace and E-Pace set to follow by the end of 2024. The F-Pace will be the final Jaguar new car produced before the company enters a year-long hiatus from new car sales.
According to Jaguar’s managing director, Rawdon Glover, by the end of 2024, the company will no longer offer any new vehicles in certain markets, with the UK seeing the end of Jaguar new car sales in early 2025. This pause is part of a broader strategy to reposition Jaguar as a luxury brand with a focus on electric vehicles.
The first of the next-generation Jaguar new cars, a sleek four-door GT, is expected to challenge high-end electric vehicles like the Porsche Taycan. However, this Jaguar new car won’t be available for delivery in the UK until 2026, leaving a notable gap in the market. To maintain interest during this period, Jaguar will reveal a concept of the new model in December 2024. This concept will introduce a radically minimalist design that will set the tone for future Jaguar new cars, including a large sedan and SUV designed to compete with the Bentley Flying Spur and Bentayga.
Despite a recent decline in demand for electric vehicles, which has led some automakers to shift their focus back to hybrids, Jaguar remains fully committed to its all-electric vision. Glover emphasized that the brand’s repositioning as a more exclusive, luxury offering is central to its strategy. He explained that Jaguar has chosen to focus on higher profit margins rather than high sales volumes, a move reflected in the pricing of future Jaguar new cars. “We’ve prioritized value over volume, which is why our pricing strategy aligns with this approach. While the overall EV market development is important, it is less crucial for us compared to brands targeting high-volume segments,” Glover stated.
During this transition, Jaguar will become a brand without new cars available for purchase. To manage this period, Jaguar’s dealership network will concentrate on increasing used car sales and enhancing aftersales services. This strategy aims to keep the Jaguar new car brand relevant and engaged with customers as the company prepares for its all-electric future.
Jaguar’s decision to pause new car sales for a year marks a significant moment in the automotive industry. The brand’s commitment to an all-electric lineup, coupled with its focus on exclusivity and cutting-edge design, positions it as a leader in the luxury electric vehicle market. As the automotive world watches closely, the success of this transition could redefine what it means to be a luxury automaker in the electric age.
