News
Jaguar ends sales of new cars
Much loved British brand pauses sales to catch breath ahead of much-anticipated switch to fully electric
Words by: Erin Baker
Published on 12 November 2024 | 0 min read
Jaguar sold its last new car yesterday, as it winds down operations building petrol and diesel engined models and starts work on relaunching itself as a purely electric luxury brand in 2026.
Parent company Jaguar Land Rover announced its intention to scrap all the current Jaguar models, from F-Pace to I-Pace, and switch to an all-new electric range back in 2021 but has been hamstrung by faltering sales of electric cars globally, this lack of demand slowing the transition.
Parent company Jaguar Land Rover announced its intention to scrap all the current Jaguar models, from F-Pace to I-Pace, and switch to an all-new electric range back in 2021 but has been hamstrung by faltering sales of electric cars globally, this lack of demand slowing the transition.
Jaguar announced a while ago that its first new car, a luxurious four-door GT costing six figures, will go on sale in 2026. Auto Trader was treated to a look at the new concept for the GT as well as the new brand identity, including logos and retail experience, yesterday at JLR’s HQ in Gaydon. Everything remains under wraps until early December, when the concept will be unveiled in Miami, although the new badging and logos will be unveiled at the end of November.
Used Jaguars will, of course, continue to be sold and serviced. A spokesman for the company said, “UK clients will be able to buy current Jaguar models on an approved pre-owned basis through our UK retail network, and for existing Jaguar clients, servicing, repairs, and warranty work will continue through our Jaguar Authorised Repairer network.”
Used Jaguars will, of course, continue to be sold and serviced. A spokesman for the company said, “UK clients will be able to buy current Jaguar models on an approved pre-owned basis through our UK retail network, and for existing Jaguar clients, servicing, repairs, and warranty work will continue through our Jaguar Authorised Repairer network.”
There’s no escaping the sense Jaguar has been the poor relation in JLR’s new ‘house of brands’ family in recent years, this comprising the Range Rover line-up of Range Rover Sport, Velar, Evoque and Range Rover itself, the Discovery range of Discovery and Discovery Sport and, of course, the popular Defender, as well as Jaguar. Land Rover sales have soared in recent years, while Jaguar has failed to make much headway with the likes of F-Pace, E-Pace, F-Type and the electric I-Pace.
Despite rejuvenating the line-up with a selection of SUVs, Jaguar has never shaken off the brand image of the golf-playing, cigar-smoking Terry Thomas figure. Its decision to re-enter the market with a niche model, at a high price, makes a bold statement about its intention to leave behind the mass market and focus instead on an altogether wealthier clientele.
Despite rejuvenating the line-up with a selection of SUVs, Jaguar has never shaken off the brand image of the golf-playing, cigar-smoking Terry Thomas figure. Its decision to re-enter the market with a niche model, at a high price, makes a bold statement about its intention to leave behind the mass market and focus instead on an altogether wealthier clientele.
