Jaguar Halts New Car Sales

Betting Future on Electric Vehicles Amid Industry Uncertainty

In a bold move, Jaguar has ceased all new car sales in the UK as of November 2024, marking the first time since World War II that the storied marque’s vehicles are unavailable in their home market. This decision is part of Jaguar’s strategy to transition to an all-electric lineup by 2026, aiming to reposition itself as a luxury electric brand.

Managing Director Rawdon Glover described the hiatus as a “fire break” to reset the brand for a new era. The current model range, including the F-Pace SUV, has been discontinued, with production ending by early 2025. Jaguar plans to re-enter the market with a new electric GT model, priced around £100,000, boasting over 500 horsepower and a 435-mile range, followed by an SUV and a luxury limousine by 2028.

This ambitious shift comes at a time when other automakers are reassessing their electric vehicle (EV) strategies. Volvo has scaled back its goal of becoming fully electric by 2030, now aiming for 90-100% electrified sales, including plug-in hybrids.

Similarly, Ford has reduced production of its new electric car, the Capri, due to lower-than-expected sales, and Fiat has cut back production of its 500e model amid declining demand.

Jaguar’s decision to pause sales and focus exclusively on electric vehicles is a significant gamble, especially as the EV market faces challenges such as slower-than-anticipated growth and consumer hesitancy. The success of this strategy will depend on Jaguar’s ability to deliver compelling electric models that resonate with consumers and stand out in an increasingly competitive landscape.

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