[TXSTYLE]

The storied British carmaker will not sell any new models in 2025 and reportedly only sell SUVs beyond this and focus on EV. The rumored 4 Door GT model is yet to be revealed but the release date is unclear.

The news comes in the wake of the brand’s announcement earlier this year that the F-Type sports car, XE and XF sedans, and E-Pace and I-Pace SUVs are all being discontinued. That leaves the F-Pace SUV as the only model still available, but as the statement implies, that is likely to stop soon too.

Jaguar sales have slowed to a trickle in Australia, in 2023 sales were down 17 per cent with just 581 new vehicles sold.

But all of this doesn’t mean Jaguar is giving up. On the contrary, the brand is still pushing ahead with its ‘Reimagine’ plan to switch to a more premium, all-electric line-up. Announced back at the start of 2021, the Reimagine plan calls for Jaguar to stop competing against the likes of BMW and Mercedes-Benz and instead move more upmarket and take on the likes of Bentley and Aston Martin.

More here: https://torquecafe.com/famous-brand-stops-selling-cars/

[BlkGS]

Hahahahaha they think they can just decide to compete with Bentley and Aston?

Be on the lookout for a bankruptcy. RIP Jaguar.

[GuidoK]

Moving up market to compete with AM and Bentley without a well selling mainstream model to give a steady cashflow sounds to me as a plan destined to fail....

They already have a hard time competing against BMW/Audi/Merc....or arguably Porsche

This decision probably comes from the need to go all electric, and not being able to compete with brands like Tesla, Lucid and what the german 3 are going to do, not compete on price and not on volume...
But to go against AM, Bentley, and thus also more or less RR, Lamborghini and Ferrari....
Jaguar is just not exclusive and bespoke enough for that. And all these brands also need the backing of a major automotive manufacturer to exist and share technology etc.

Too bad we're living in an era that people with money rather have a boring bulky SUV than a low slung sportscar or supersedan that goes around corners....

[Murf the Surf]

Sad news but honestly other than the F-Type Jag hasn't sold anything interesting for a very long time.

[TheMidnightNarwhal]

This SUV and bigger car brainrot mentality that people want is so annoying and weird.

[GuidoK]

Originally Posted by Murf the Surf

Sad news but honestly other than the F-Type Jag hasn't sold anything interesting for a very long time.

XKR-S was pretty cool. But indeed that is already a 10 year old car.

[chassis]

Not unexpected. The brand could resurface, let’s see.

My ‘82 Series III. I loved that thing.

[Alfisti]

I love Alfas, I have driven a Saab for 15 years and yes I have a soft spot for the leaping cat. I dunno why but there's cars often look and sound cool and there's a certain nuttiness about them.

I regard the F-Pace a contender if we wee to sell the Stelvio and the F-Type is definitely on the table if I decide I don't need rear seats.

[tturedraider]

Moving upmarket will fail. They have never been seen in that market. This will be the end of Jaguar. Sad.

[BlkGS]

Originally Posted by TheMidnightNarwhal

This SUV and bigger car brainrot mentality that people want is so annoying and weird.

In the US it's largely driven by regulation. SUVs and crossovers fall under "light truck" rules for CAFE, and sodont accrue fines at the same insane mpg requirements. Similarly, they're exempt from gas guzzler taxes. Those two things alone account for a big part of the picture, the automakers are financially incentivized to push larger vehicles because it makes them cheaper for the end consumer based on lower government fines.

Today's compact SUVs are really just hatchbacks that sit up just high enough to be classed as a light truck.

[c1pher]

The problem is consumers already have a mental image of each brand in their heads. Jaguar can build the most reliable vehicles on the planet, but they cast their die long ago. It’s very difficult to break out of that. They are better off getting rid of Jag, starting a new brand that’s upscale and pray no one catches wind they are actually Jaguars.

[MJBO]

Originally Posted by GuidoK

Moving up market to compete with AM and Bentley without a well selling mainstream model to give a steady cashflow sounds to me as a plan destined to fail....

People seem to constantly forget that Jaguar is part of Jaguar Land Rover, which itself is a subsidiary of Indian giant Tata Motors.

While the Jag branded might be put on ice (heh) for a year or so, it's but a small part of a much larger whole.

[GuidoK]

Originally Posted by MJBO

People seem to constantly forget that Jaguar is part of Jaguar Land Rover, which itself is a subsidiary of Indian giant Tata Motors.

While the Jag branded might be put on ice (heh) for a year or so, it's but a small part of a much larger whole.

Yes I know they're part of Tata, but I don't see them borrowing parts or platforms from the Tata lineup of cars, like AM (mercedes), Bentley (VAG/Audi), RR (BMW), Lamborghini (VAG/Audi) do.
Tata makes cheap low end cars.
Unless rangerovers become their mainstream models and provider of platform technology. However I see Rangerover currenty more upmarket than Jaguar.

[R N M]

Land Rover is doing great with RR and Defender.

Jaguar leadership really let them down with poor product planning and EV nonsense. Their recent cars had crap interiors and the redesign of Ftype was horrendous.

If they come back as EV only Suv brand then they will go out of business permanently. The best thing about Jaguar was the styling and the Supercharged V8, otherwise plenty of better options from MB/BMW.

[BlkGS]

Anecdotally, i see far less of the new RR than I saw previous generations. I think competition in that segment has just gotten much more intense, and RR doesn't really stand out anymore.

Jaguar has had terrible leadership since Ford divested them. They ignored the move to SUVs until they were all but irrelevant. Then the biggest SUV they sold was the F Pace, which was X3 sized and a compact, from the "big luxury car" brand. They let XJ and XF die on the vine. E and F pace became the "bad credit ok" options in their segment. XE was just a failure all around.

At this point, closing Jaguar is a mercy killing.