Jaguar is aiming to maintain relevance with new-vehicle buyers in the U.S. by reviving its iconic E-Type convertible. To commemorate 50 years since the end of the original E-Type’s production, the company has enlisted its Jaguar Classic subsidiary to build two new models based on the original blueprints. These new E-Types will be sold to a buyer in Southeast Asia, continuing the tradition of using the legendary sports car to generate headlines.
This isn’t the first time Jaguar has turned to the E-Type for attention. In 2014, the company introduced the E-Type Lightweight, revealing that it had six extra chassis from the original production run. Additionally, Jaguar has offered modern reinterpretations of the E-Type, including the E-Type Zero, an electric version used at Prince William’s wedding, and the Reborn E-Type, a restored classic sold for around $410,000. The new iteration, however, will feature two bespoke cars built to the original specifications, albeit with modern upgrades like a Bluetooth sound system and heated windshield.
The modernized E-Types will be powered by an updated version of the classic 3.8-liter straight-six engine, which now features electronic fuel injection instead of carburetors. Despite these updates, Jaguar’s main concern lies beyond the E-Type revival. The company has seen its U.S. sales drastically decline, dropping from 39,254 units in 2017 to just 8,348 in 2023. This trend is reflected globally, indicating a deeper challenge for Jaguar to stay competitive in an evolving market.
To address this, Jaguar is shifting its focus toward electric vehicles (EVs) under the leadership of Managing Director Rawdon Glover. Jaguar is planning to stop producing combustion-powered cars entirely and transform into a luxury EV brand, competing with the likes of Bentley. The company will halt car production for at least a year, with the F-Type being the only model still in production until its discontinuation in 2025. The first EV to emerge from this new direction will be a high-end four-door GT, priced above $140,000, with a range of 430 miles.
