A New Dawn for Jaguar as It Bids Farewell to Traditional Engines
In a pivotal shift that marks the end of an era, Jaguar has announced its decision to cease the production of petrol and diesel vehicles by June 2024. This strategic move signifies the British marque’s full transition towards electrification, underscoring a significant transformation in its manufacturing ethos. The Castle Bromwich plant, located on the fringes of Birmingham, is set to halt vehicle production by the specified date, with plans to repurpose the facility into a body panel stamping operation.
The Castle Bromwich site is currently responsible for the assembly of the iconic F-Type coupe and convertible, along with the XE and XF sedans, including the XF wagon variant. However, Jaguar’s vision extends beyond these shores, with the F-Pace crossover being assembled at the Solihull factory, a stone’s throw away, and the E-Pace crossover’s production outsourced to Magna Steyr in Austria.
According to insiders, only three internal combustion engine models — the XF, E-Pace, and F-Pace — will remain in production until the June deadline. The electric I-Pace is slated to be the last of the current lineup to cease production, with its manufacturing continuing at Magna Steyr until early 2025.
Owned by Tata, the esteemed British automaker is orchestrating a seamless transition towards a new era of luxury electric vehicles, which are expected to carry a heftier price tag. The forthcoming models, based on Jaguar’s bespoke JEA architecture, include a four-door vehicle poised to rival the Porsche Taycan, with its launch anticipated later this year and sales commencing in 2025.
Preliminary reports hint at this new Jaguar model boasting a dual-motor all-wheel-drive system, delivering approximately 430kW of power, a commendable range of 690km, and a starting price exceeding £100,000 in the UK market. This places it significantly above the current flagship models, the F-Type and I-Pace, in terms of price.
The roadmap for Jaguar also includes the unveiling of a luxury crossover aimed at competing with the Bentley Bentayga next year, followed by either an additional crossover or a premium sedan. This strategic realignment towards the ultra-luxury segment, currently dominated by Bentley and Rolls-Royce, suggests a forecasted annual sales target of around 50,000 vehicles.
This ambitious transition raises questions about Jaguar’s ability to achieve these sales figures, especially considering its 2023 sales performance. Despite offering a more accessible range, Jaguar sold 64,241 vehicles globally, lagging behind its sibling brand Land Rover, which saw sales of 356,343 vehicles across its diverse model lineup.
Jaguar’s bold stride towards electrification not only marks a significant shift in its product strategy but also reflects the automotive industry’s broader move towards sustainable mobility solutions. As Jaguar redefines its legacy with an electrified future, the industry watches keenly to see how this venerable brand navigates its transformation in the high-stakes arena of luxury electric vehicles.
