Jaguar’s US chief, Joe Eberhardt, has officially announced the cessation of sedan and sports car production by June of this year, transitioning the premium British marque into an exclusive SUV manufacturer in the immediate future.
Among the models facing discontinuation in the US market are the F-Type and XF, with the XE sedan, absent from the US since the 2020 model year, also set to be phased out.
Eberhardt, in a conversation with Road & Track, confirmed that while “the majority of our products cease production in June, they will be on sale for a much longer time.”
This strategy ensures an ample supply of vehicles until the launch of Jaguar’s anticipated new, all-electric model lineup, highlighted by a high-end four-door electric GT with a substantial six-figure price tag.
To bridge the gap until the debut of the electric portfolio, Eberhardt elaborated on a surplus production strategy, stating, “We will have a production schedule that enables us to have a continuous supply of vehicles until the new cars come,” to ensure “enough volume to take us through to the launch of the new product and have a clean handover.”
While specifics regarding the timeline and implications in the US market are pending, Jaguar faces challenges as a minority brand, with 2023 marking its lowest-ever sales figure in the US. The current lineup is aging, necessitating a revitalized approach.
The discontinuation of models such as the XF and the beloved F-Type signifies the end of an era for Jaguar enthusiasts.
While the XF struggled to attain significant market share, the F-Type holds a special place in the brand’s heritage, commemorated with limited-edition models like the F-Type 75 and the F-Type ZP Edition, the latter representing Jaguar’s final combustion-powered vehicle.
Looking ahead, Jaguar will transition its Castle Bromwich plants to focus on manufacturing body panels for its remaining SUVs – the F-Pace, E-Pace, and electric I-Pace. Subsequently, the brand will pivot to an all-electric future, spearheaded by Jaguar Electric Architecture (JEA), facilitating the launch of the high-performance four-door GT in 2025.
This ambitious model promises unprecedented power and range, signaling Jaguar’s commitment to innovation and sustainability. Following this, the brand plans to introduce two additional “reimagined Jaguars,” potentially including a new SUV and an electric sports car, further solidifying its electric-centric strategy.
Also read: Jaguar C-X75: From Spectre Stunt Car to Road-Legal Marvel
