Jaguar discontinues all models except for the F-Pace in 2022

Automaker investor days have become a key source of information on future product plans, joining the ranks of spy shots and leaked documents. Following Jaguar Land Rover’s recent meeting with Wall Street, it has become apparent that the English group is aiming to elevate its offerings to a more upscale market segment. CEO Adrian Mardell has introduced a “halo strategy” that involves expanding sales of high-value, special edition models priced at 1.5 million pounds or more. This translates to nearly $1.95 million in the U.S., a price point rarely seen outside the realm of super luxury and super sports car manufacturers.

While Jaguar’s Continuation models have flirted with seven-figure price tags in the past, the brand’s core lineup has never ventured into this territory. However, Range Rover has seen success with special edition models, such as the Carmel Edition and Sadaf Edition, which have commanded price tags upwards of $370,000.

Jaguar’s upcoming electric concept, rumored to be a four-seat GT with four doors, is expected to shed light on the brand’s new direction. Set to be built on the Jaguar Electrified Architecture platform, the concept will boast a minimum of 450 horsepower, all-wheel drive, and all-wheel steering, along with rapid charging capabilities. The focus will be on minimalist design, featuring touchscreens, sustainable materials, and innovative features like a digital ‘mirror’ at the base of the windscreen.

In other news, Jaguar’s F-Pace 90th Anniversary Edition has hinted at the brand’s future lineup, which is likely to include the electric I-Pace, the E-Pace crossover, and the XF sedan. Following the announcement of the final production of the F-Type, XE sedan, and XF Sportbrake models, it seems that Jaguar is streamlining its offerings to focus on the F-Pace. This move aligns with Mardell’s statement that the brand would discontinue models that were not profitable. The brand’s first production EV, a battery-powered Range Rover, is also expected to debut in the near future, showcasing Jaguar Land Rover’s commitment to electrification.