Jaguar has announced a complete halt in car production, signaling a dramatic shift in strategy as the brand transitions to an all-electric lineup by 2026.
Rely on Existing Stock
Dealers are now expected to rely on existing stock until production resumes, a challenging move that will leave Jaguar without new vehicles rolling off the assembly line for several years.
The iconic British brand, owned by India’s Tata Motors, is aiming to reposition itself as a luxury electric vehicle (EV) manufacturer, with plans to only offer high-end electric cars priced at $140,000 USD or more.
This makes Jaguar one of the first automakers to commit to an all-electric fleet by 2026, nine years ahead of the EU’s mandate for a full electric transition in Europe by 2035.
Similar Fate as Rover
Jaguar's decision follows years of lagging performance, particularly against premium German rivals Audi, BMW, and Mercedes-Benz, which have consistently outsold Jaguar in global markets.
In a stark contrast to Jaguar’s electric-first commitment, some of these competitors have softened their EV-only pledges.
The halt reflects broader struggles within Jaguar Land Rover (JLR), the parent company, which has seen the bulk of its sales rely on just three models: the Range Rover, Range Rover Sport, and Land Rover Defender.
This reliance has left Jaguar’s lineup sidelined, with disappointing sales numbers, especially in markets like Denmark, where only two new Jaguars, both the electric I-Pace, were registered between January and October 2023, according to Boosted.
Industry analysts are watching closely. Rene Tønder, a market analyst, questioned on LinkedIn whether Jaguar might face the same fate as Rover, another storied British brand that dissolved in 2008 under BMW's ownership before Tata Motors laid it to rest in 2013.
