JLR to cut five Jaguar models due to lack of profitability

Jaguar Land Rover (JLR) has confirmed it is ditching five models from its lineup next year due to their lack of profitability.

The five models being axed include the XE and XF sedans, the sporty F-Type, the E-Pace SUV, and the all-electric I-Pace SUV. By 2025, Jaguar's lineup will consist of just one existing model, the midsize F-Pace SUV.

The move which JLR spokesperson confirmed to media outlets is part of a significant transformation for the brand, which aims to go all-electric soon. Jaguar is also positioning itself as a high-luxe brand, targeting higher profitability.

Jaguar plans to launch three new models built on a platform called JEA (Jaguar Electrified Architecture).

“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,” JLR CEO Adrian Mardell was reported to have told media at an investor meeting on June 19.

The company reported its best annual profit figures since 2015 for the fiscal year ending March 31, largely due to three Land Rover models: the Range Rover, Range Rover Sport, and Land Rover Defender.

In the second quarter of the year, these three models accounted for 59% of the 111,180 retail units sold globally, contributing to 85% of JLR's total value, according to Mardell.

In the same period, Jaguar sold 15,324 vehicles, while Land Rover sold 95,856. The Jaguar F-Pace was Jaguar's best-selling model, with 5,292 units sold, making it the sole survivor in Jaguar's lineup.