- JLR’s Jaguar brand’s fully-electric transition is now well underway, after it announced that the final ICE-powered vehicle it sells in the UK, the Jaguar F-Pace SUV, is now unavailable to order from new.
- Whilst the F-Pace, along with several other combustion-engined Jags, will still be available in global markets for the timebeing, it marks the start of Jaguar’s switch to an all-electric future.
- Jaguar’s first BEV, the Jaguar I-Pace, will end production in December – at which point, it will have been sold for over six years.
Jaguar’s all-electric switch begins
Speaking to Autocar, JLR said that from November, new Jaguar sales in the UK specifically would ‘come to an end’, ahead of an electric product launch in 2026. A concept of this is set to be revealed before the end of 2024, but this will leave a one year gap in new Jaguar sales for the UK. Of course, JLR brand Land Rover will continue to sell vehicles in the meantime – and the fully-electric iteration of the Range Rover has already been teased.
The move means Jaguar will stand out as one of the first legacy manufacturers to only offer a fully-electric lineup. In the UK at least, it’ll be joining a relatively short list of newcomers that only offer electrified vehicles, such as Tesla and BYD. With several fully-electric Chinese brands set to enter the UK in the coming year, that’s a list set to grow significantly however.
The soon-to-be-discontinued I-Pace generally went down well with owners and reviewers alike, which should give the brand confidence as it pivots towards a fully-electric portfolio.
JLR recently announced a £500 million investment into its Halewood production facility, which will allow it to produce ‘medium‑sized electric luxury SUVs’. This could account for future electric Jaguar models.
With the pulling of all ICE Jaguars from the UK market, Jaguar UK Director, Santino Pietrosanti, sent this message to customers:
“Over the coming months, Jaguar will be embarking on an exciting new era, one that reimagines our brand for a bold and dynamic future. Ahead of this imminent moment of change, I want to speak directly to you to reassure you that one thing that won’t change, is Jaguar’s commitment to you.
Jaguar has always been more than a name — it’s a storied brand of luxury, originality, and timeless design. As we move forward, you will notice changes in our branding, our network and eventually, in our vehicles. We understand how much Jaguar means to the people who own our cars; whether it’s for the thrill of driving, or the pride in ownership, your connection with the brand is something we deeply value, and will continue to value.”
Pietrosanti went further to ensure current Jaguar customers that support for their existing vehicles will remain. That’ll be key for ensuring brand loyalty, when these existing Jaguar drivers come to switch to an EV throughout the coming years.