Jaguar to axe I-Pace in cull of ‘low-value’ models

Jaguar is killing off its only EV – the I-Pace – ahead of its pivot to become an all-electric luxury brand.

The firm’s parent company JLR announced that the electric SUV would be among five models axed by the end of 2024, removing ‘lower value’ offerings to focus on more expensive and profitable cars.

All the culled models are Jaguars, with Land Rover’s range unaffected. The move leaves Jaguar with just one model – the petrol-powered F-Pace SUV.

Production of the XE, XF and F-Type at Castle Bromwich has already ceased, and the I-Pace and E-Pace, both of which are built by Magna Steyr, will be discontinued by the end of this year.

The strategy was announced by JLR CEO Adrian Mardell during a call with investors.

According to Automotive News Europe, he told investors: “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.”

He said that the group was moving from a ‘mass premium’ model to a more exclusive, luxury-focused strategy.

Jaguar plans to relaunch in 2026, moving upmarket to become a high-end EV brand with three new cars all built on new architecture. The first of these is expected to be a four-seat GT car, followed by a large luxury SUV and large saloon. The I-Pace has been the firm’s only electric model since its launch in 2018.

Alongside the new Jaguar models, JLR is planning three new electric Land Rover variants, including a Range Rover and two other models built on a medium-sized SUV platform.

According to the latest JLR figures, Jaguar sold 15,324 cars in the three months to the end of June, compared with 95,856 sold by Land Rover. The F-Pace accounted for a third of all Jaguar’s sales.