In three months there will hardly be anything left of the Jaguar brand

Things are going great at Land Rover, but not at Jaguar. The brand will stop production of the XE, XF and F-Type in June, leaving just three models.

There’s a reason Jaguar is discontinuing the XE, XF and F-Type models. The Castle Bromwich factory where they are built is to be converted to produce body parts for new models.

Jaguar of the new era

Jaguar will soon only sell I-Pace, E-Pace and F-Pace. Next year will mark the start of a whole new era for the brand, where everything will be overhauled.

Jaguar is becoming a fully electric brand and will introduce a four-seat Porsche Taycan competitor with more than 600 hp in 2025. Then it’s the turn of an SUV in the Bentley Bentayga class.

All models, including the large luxury sedan that follows the SUV, are based on a new platform called JEA. Jaguar’s upcoming electric vehicles have nothing to do with the current I-Pace, which was launched in 2018.

Can no longer be configured

Back to the XE, XF and F-Type. These will still be available to order for a while, but can no longer be put together. In the final weeks of production, Jaguar is building a large number of fixed configurations.

The brand hopes to be able to produce enough cars in the coming weeks to bridge the months until new models are introduced. That’s probably not a problem, because demand for the XE, XF and F-Type has been extremely low for some time.

Sales figures are exceptionally low

Last year, Jaguar sold more than 2,600 F-Types, around 10,000 XE and 11,000 XF worldwide. The situation is not good for us. In 2023, three Dutch people bought an XF, five bought an XE and nine bought an F-Type.

Jaguar’s total sales in the Netherlands last year were just 172 cars. Even Aiways, Nio and Smart performed better with 177, 251 and 188 (electric) vehicles sold, respectively.