Jaguar Won’t Make New Products Before 2025: Is This The End?

In what has got to be a first, Jaguar won’t be introducing any more new models until 2025. That is when it has mandated it will sell electric vehicles exclusively. But instead of phasing them into the current lineup, Jaguar plans to drop what it makes in 2025 to then introduce entirely new models. 

Company CEO Thierry Bollore set down the gauntlet in February. That’s when he announced Jaguar’s intent to go all-electric in 2025. But rather than adding an EV powertrain into existing vehicles like the F-Pace, it plans instead to eliminate ICE platforms completely. That’s based on reports from Le Monde, in an interview with Philippe Robbercht, who heads up Jaguar in France. 

Jaguar scrapped two EVs under development already

Jaguar I-Pace
Jaguar I-Pace concept illustration | Jaguar

Jag will be developing all-new EV platforms between now and 2025. He says it will need the next three years to develop them before launching in 2025. It sees Aston Martin, Bentley, and Maserati as its head-to-head competition. Bollore said they’ll completely reposition the brand after announcing the all-electric XJ development had been canceled. It has since scrapped its plans for the J-Pace, which was to be a crossover. 

And that’s the thing; dumping two models under development and then indicating it won’t bring out anything new before 2025 seems risky. Developing just one EV platform takes lots of capital. Adding two or possibly three to the mix would require an astounding amount of money. 

But Jaguar says it wants its own EV platform. By cutting back on its current offerings between now and 2025, it lowers the capital necessary to market and produce those models. If it decides to source the platform from a supplier, then development costs and time go down. 

Why don’t Jaguar and Land Rover share a common EV platform?

Jaguar I-Pace
Jaguar I-Pace concept illustration | Jaguar

Though Jaguar is owned by Land Rover, it doesn’t plan on using its MLA platform. That platform was just unveiled with the all-new 2022 Range Rover. The first all-electric version of the Range Rover won’t appear until 2024, at the earliest. Plus, Land Rover plans on continuing ICE vehicle production beyond 2030. So even though the two companies are joined, the approach is very different. 

The Jaguar I-Pace EV was its first dip into electrification, and it was a rocky start. Complaints about exaggerated range estimates, wonky electronics, and service representatives not versed in EV repairs and diagnostics, were all over the Jag forums. Since then, things have settled down a bit, but the sales figures are disappointing. 

The I-Pace EV had a rocky start

Jaguar I-Pace
Jaguar I-Pace concept illustration | Jaguar

In 2018, its first year of production, less than 400 found buyers in the US. That number rose to 2,500 the next year, before sliding back to 1,500 in 2020. Through September of this year, only a bit more than 800 I-Pace SUVs have been sold in the US. 

At this pace, it will come in far behind the 2020 numbers. Worldwide, the I-Pace has sold around 50,000 units cumulatively. For Jaguar, that is not a terrible number. But we’re sure it is hoping for better EV numbers ahead if it can hang in there long enough to see 2025. 

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