Jaguar has officially discontinued its entire internal combustion engine lineup, including models like the XE, XF, XJ, F-Type, E-Pace, and F-Pace. Even the electric I-Pace has been removed from the portfolio to facilitate the brand's transition to an exclusively electric future.
Managing director Rawdon Glover stated that the previous business model was neither profitable nor sustainable. The company struggled to compete in the premium-volume segment against BMW, Mercedes, and Audi, where high sales volumes were required to maintain operations.
The new strategy shifts the brand upmarket to target a wealthier, narrower audience with higher profit margins. Jaguar aims to sell fewer vehicles at significantly higher prices, utilizing a new, distinct design language as demonstrated by the Type 01 grand tourer.
The company reports that over 50,000 people have expressed interest in the new electric GT. According to internal data, 80 percent of these potential buyers are new to the Jaguar brand, which aligns with previous company projections of approximately 85 percent.
