Before Things Get Better, They Must Get Worse
This is the general state of mind at Jaguar as it embarks on a path to release a fully electric lineup of vehicles, while also pushing deeper into the ultra-luxury segment. Jaguar has elected not to gently transition into an all-EV lineup. Instead,
the vast majority of Jag's gas-fed models have been discontinued, including the XF sedan (which ceased production midway through 2024). At around the same time, the XE sedan and F-Type sports car were discontinued. Without cars to sell, it figures that sales will fall off a cliff.
Adrian Mardell, Jaguar CEO, previously stated that the brand's range of current models resulted in "close to zero profitability," according to
Automotive News. This explains why culling nearly the whole lineup wasn't as drastic as it seems.
By accepting this dramatic decline in sales, Jaguar can fully focus on its next chapter, and what a chapter it looks to be.