Jaguar's EV future

Jaguar will only sell electric cars from 2025 when it will drop the F-Type, XF, XE, I-Pace, E-Pace, and F-Pace for three new vehicles powered by electric only. Very few car brands have ever removed their entire line-up and Jaguar is betting everything on an EV future.

If you have previously bought or sold a Jaguar you may feel this is the wrong or right decision by the brand to adopt an EV-only lineup, but either way, JLR has decided that Jaguar is committed to electric only with no more hybrids.

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Jaguar and JLR are betting that in 2025 an EV only line-up is the only way to sell cars, let's know what you think and hear our reasons for the pros and cons of Jaguar's decision.

[chrisaris]

Big Jaguar fan. But sadly they have committed suicide. Our local dealer has now closed and staff made redundant. If what’s left of Jaguar management are under the impression a hideously expensive EV is going to save the brand, they are horribly wrong. RIP Jaguar.

[khwajakabeer]

The new Jaguar ad literally shows the people who would love that EV.

[hughmcneillie]

Absolute madness. To be honest it isn't the first time Jaguar have got it wrong in the last 10 years. The scrapping of the XK and keep the Ftype as their only sports car was a major error. The XK as a GT car could have had a few more years. I would have added the 3.0 diesel back in 2010 and would have helped the car compete with BMW and Mercedes who also used 3.0d in their coupes. The scrapping of the XJ was also madness. They could have kept it until 2024 with a refresh in 2019-2020 ten years in.

[davidgoliath]

My affection for Jaguars started when I was a kid with my grandfathers MK11 3.8. My wife has an XJ8 X350 and I've got a pristine 2012 XK 5.0. Both terrific cars. I'm not a market strategist, just a consumer. There is NOTHING in Jaguars future for us.

[adrens]

I have to say this its not the end of an era it’s literally the end of Jaguar sadly

[papagen]

By killing off the XJ, Jaguar has lost my business.
I have owned an XJ6 Series III, XK8 vert, XJ8L, XKR, and now an F-Type. That'll be the end for me.

[mikadavies]

The "Era" has been ending for years.

[lestersmyth]

Some great deals to be had on F-Pace currently, shame to see the F - Type go to. I’m sure this is the end of the brand, few customers want EV.

[paulmarriner]

What about Parts for the existing cars will they be available for the years to come

[panarai_fan]

Jaguar is lost, and I don't see them finding their way back. Going all EV is corporate suicide, especially for a company always known for having electrical issues. They also lost their way in the design department. Jags used to be beautiful, but their latest offering were bland and the interiors were substandard. Jaguar needs to bring back a modern, stunningly beautiful etype with six cylinder gas or hybrid engine and wake the brand up again.

[Phillsen]

As I have now seen this re-branding trailer yesterday. I guess, They know, that they have to find a complete new customer base as an EV Brand.
We old Jag Owners in general don't really want EVs or Hybrids.And it has very little to do with logical reasons, therefore you cant really "convince" us to change our taste.
So as we can't be the target audience anyway, why not just going boldly different so so we just turn away instead of staying around but criticising every decision.
Maybe that's a smart move in the long run.
And I see there can be two Succesfull versions of Jag in the Future.
Either they deliver some crazy spaceship like EVs that are uncompromisingly focused on style elegance and power and ignore all the efficency crap that makes EVs Ugly. But they make it really expensive and sell a few hundred cars per year. This can work, but it will then be out of reach for average people.
Or they make something that really appeals to Gen-Z etc. and archieve what most other brands fail at. Selling cars to the younger generations. But then it must be something wildly different than the old stuff and they must also find a business model that works with people that have no money.

[murphman]

I love the brand and have three of their cars...all excellent (2002 Vanden Plas, 2005 S-Type, 2007 XK Convertible). It was a dream of mine since childhood to own a Jaguar. Through decades of reliability problems, their unique style and high finish/material quality saw them through. Today, they are no longer style leaders. Their new line-up had better be absolutely drop-dead gorgeous - especially since they have thrown the heritage that sustained them for so long out the window.

[AndyK.]

I have an XF. As a previous XJ owner they do drive well.

[chrispenn]

The issue for Jaguar is not the lack of hybrids - its that they are delusional about moving up

[highvoltage]

Get out of the electric  car  market ... while you can. Government is in the middle rethinking the whole EV issue because  of economical and environmental worries of toxic Lithium batteries. . People  are demanding that Lithium and Lithium batteries  not be stored in their  towns and city's or any populated areas because  of the dangers of Toxic gases

This why manufacturers and investors are move away from EVs and support

[KG-vnou]

I’ve been an avid Jaguar fan, won’t be buying anymore! RIP Jaguar.

[snowlothar]

Sad to see a former icon go out this way. It is amazing that major players can not see what is in front of them. The Ford electric project has all but failed. The Harley live wire has zero sales. Sure, an alternative fuel is needed, but electric is not ready.

[owendavies]

Jaguar have tried to take on BMW/Merc/Audi with mass market luxury cars and ultimately it hasn’t worked. I get why they’d want to take a completely new approach.

[johntrinick]

You have to ask why the government hasn't spent more time trying to resolve the charging network. Leaving it to the market to provide has proved a huge mistake and is the biggest hurdle preventing mass EV ownership. If you can't home charge, EV ownership becomes both very expensive, and unreliable.

[robertamphlett-mz]

Just bought a new F Pace, my 21st Jaguar and possibly my last. My 1st a 3.8 S type in 1967. I will be 80 in 3 months