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Jaguar isn’t synonymous with being a leader in the sales charts, but 2023 could be shaping up to be a particularly down year for the British automaker. Only one Jaguar model exceeded its 2022 Q1 numbers, and the remainder of the lineup is reeling.

This comes with the brand’s announcement it is going fully electric for the 2025 model year, and it plans to kill the F-Type after 2024. A shakeup certainly appears necessary for the brand to remain viable if the latest data is any indication.

A purple Jaguar F-PACE on display.
Jaguar F-PACE | Jaguar

The F-Pace is Jaguar’s only sales bright spot this year

The Jaguar F-Pace, the automaker’s lone internal combustion SUV, is the only model to improve on its year-over-year sales from the first three months of 2022, according to stats gathered by GoodCarBadCar. The F-Pace’s numbers are up 46% over this time last year with 1,611 models sold in the first three months of this year.

While the F-Pace enjoyed some success in Q1, the rest of Jaguar’s lineup is apparently struggling to attract buyers. The E-Pace, the F-Pace’s all-electric counterpart, is down a staggering 64% from its 2022 Q1 numbers. The I-Pace all-electric hatchback is down by over 50 %, XF sales have fallen 36% and the F-Type is down a more modest 9%. The four models combined for just 973 sales in the first three months of 2023, more than 600 units fewer than the F-Pace.  

The F-Pace’s positive numbers can almost undoubtedly be attributed to its standing in the red-hot compact SUV class. Within its segment, the F-Pace is subjectively one of the prettiest offerings available, it’s practical and it has a level of athleticism and driving pleasure some SUVs, even luxury models, can’t compete with it.

That’s especially true for the 395-horsepower F-Pace Dynamic S or the even more performance-oriented SVR, which packs 542 horsepower from its 5.0-liter inline-eight.

Still, the F-Pace doesn’t apparently have the same appeal as its rivals.

Jaguar’s best selling model still trails the competition

The F-Pace is, well, outpacing its stablemates in the sales category, but its figures still pale in comparison to its compact luxury SUV rivals, including the BMW X3, Mercedes-Benz GLC, Volvo XC60, or Genesis GV70. More than 15,000 X3s were sold in Q1, and all the Jag’s closest competitors outsold it by several thousand units.

The F-Pace’s MSRP is likely a major factor. The 2023 model has a starts at around $54,000, which is nearly the same as a top-spec Genesis GV70.

Jaguar’s electrification could help

Jaguar has announced plans to go fully electric for the 2025 model year, and recent data shows the move perhaps couldn’t come soon enough. However, it remains to be seen if Jaguar’s upcoming EV models—we’re still waiting for announcements—can keep the brand viable in the electric age. So far, the brand has one EV, the I-Pace, and just 98 of them were sold in the first three months of this year.  

Perhaps electrification is the shot in the arm Jaguar needs. Of course, it will have plenty of competition against the likes of Mercedes’ EQ lineup, Audi’s e-tron stable, Genesis’ “Electrified” models, and others.


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