Jaguar Stops Production Of These Two Models Because They Are Considered Unprofitable

JAKARTA - An automotive brand from England, Jaguar has decided to become a fully EV brand in the coming years. Thus, the manufacturer will leave the conventional combustion engine (ICE).

Aiming at this, even models such as the I-Face, which was Jaguar's first EV, were actually stopped production at the Magna Steyr factory, Austria, along with the E-Face, but models such as F-Face were maintained.

Jaguar Land Rover (JLR) CEO Adrian Mardell said the stopped model did not generate profits for manufacturers.

"Everything is close to a product with zero profitability," said Mardell, quoted from Autocar, Wednesday, July 17.

Mardell added that his party is trying to make a breakthrough with the latest model with a fresher design and hopes that this can benefit manufacturers in terms of business.

"We lost all unfavorable products. Neither of those vehicles made money for us, so we replaced it with a new vehicle with a new design architecture," added Mardell.

In addition to eliminating I-Pace and E-Pace, JLR previously stopped production of its three flagship models at UK Castle-Bromwich factories such as XE, XF, and F-Type in June as part of the complete electrification shift.

Last year, JLR managed to sell 21,943 units of the F-Face model. Meanwhile, the E-Pace model only managed to sell 7,897 units and the I-Pace was only 4,874 units globally. In the UK, F-Face sales surpassed the combined six other cars and reached more than double the sales of I-Pace which was in second place in 2023, with 7,000 sales.

Meanwhile, in the first half of 2024, JLR vehicle sales were dominated by Range Rover, Range Rover Sport, and Defender. All three models account for a total of 59 percent of the company's 111,180 sales units so far.

During the transition to full electrification, Jaguar has confirmed the presence of three new models built on a special platform for Jaguar electric cars, JEA (Jaguar Electric Architecture).

The first model to be launched is a four-door GT electric car. Consumers can see the shape of this car before the end of 2024, with the delivery schedule starting in 2025. Then, the brand will launch its second EV by the end of 2025, followed by a third model a year later.