For the first time since World War Two, Jaguar is no longer selling vehicles in the UK, according to a story on Bloomberg. New vehicle sales have been paused for the next two years.
As of last Monday, reported Bloomberg, “The storied British brand is going dormant until 2026, when it will reemerge selling only higher-end electric vehicles. Until then, Tata Motors Ltd.-owned Jaguar Land Rover won’t ship any new Jaguars to UK dealers. All Jags still left in inventory are now classified as pre-owned, no matter the number on the odometer, according to a spokesperson.”
We reached out to Jaguar spokespeople for comment, and Joseph Stauble, JLR communications manager, replied that, “We have nothing to share on this topic.”
According to Bloomberg, “Jaguar ended production of XE saloons, XF saloons, and F-Type sports cars in the UK earlier this year. The assembly of E-Pace and I-Pace sport utility vehicles in Austria will cease from December, and the remaining output will go to markets outside the UK.”
We reported in July that the F-Pace SUV was expected to be the lone survivor until new luxury models arrive. The dropped models were “all close to zero-profitability products,” JLR CEO Adrian Mardell explained to investors. “We are eliminating five products, all lower value. None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures,” he added.
“Our investment in Jaguar is and will be proportionate to the size and scale and opportunity we see in that business at this point,” Mardell said in an earnings call last week. “There will be less investment in Jaguar than there was 10 years ago.”
“Executives decided Jaguar needed a complete refresh and will provide a sneak peek of where it’s headed on December 2 at Miami Art Week,” said Bloomberg. “The new range of luxury EVs aren’t expected to launch until the summer of 2026, at the earliest, which is later than initially planned.”
The approach of letting the current models die a slow death while the company figures out its new electric-only, ultra-lux approach has ruffled feathers internally: Jaguar’s new managing director Rawdon Glover told Top Gear earlier in the year “It’s been hugely frustrating – saying we’re going all EV then ‘nothing’.”
Jaguar’s US website continues to list the F-Pace, E-Pace, I-Pace, F-Type and XF as active products, all with “build your own” options. The UK site, however, greets visitors with the following message: “Jaguar is being reimagined for a new era, but our commitment to new and existing owners remains. New sales of our current generation of vehicles have now ended, with the exception of I-Pace for Fleet & Business. Services and maintenance remain accessible for owners.”
