As the countdown to 2025 ticks away, Jaguar Land Rover’s (JLR) “Reimagine” strategy is swiftly bringing the end of an era for Jaguar’s combustion-engine vehicles. With plans to relaunch Jaguar as a fully electric, ultra-luxury brand, the iconic British marque has ceased all sales of new, petrol-powered vehicles in the UK—a strategic move that underscores the company’s commitment to a greener, more luxurious future. Beginning in November 2024, Jaguar has officially stopped allocating current-generation vehicles, marking a significant transition period as the company ramps up for a full EV lineup by 2025.
Jaguar’s Bold Transition to Ultra-Luxury EVs Leaves UK Market Gap Until 2026
In the short term, Jaguar will not have any new models on sale in its home market, leaving a gap that will extend until 2026 when the brand’s first electric model is expected to become available. British customers looking to buy a Jaguar in the interim will need to explore the certified pre-owned market, which JLR is actively promoting as a means of maintaining some presence in the region. This gap underscores the scale of Jaguar’s transformation under the “Reimagine” strategy, initially announced four years ago.
The transition hasn’t been without challenges. Rawdon Glover, Jaguar’s managing director, has described the process as “hugely frustrating,” acknowledging the complexities of such a profound shift. Yet the ambition is clear: Jaguar is setting its sights on the ultra-luxury segment, leaving behind traditional rivals such as BMW, Mercedes-Benz, and Audi to compete against prestigious names like Bentley and Aston Martin. The brand’s reimagination strategy will result in fewer models with higher price tags, aiming to prioritize exclusivity and profitability over high sales volume.
Jaguar’s forthcoming model lineup is set to include a four-door electric GT, which will serve as the first release of its EV-focused era. Expected to be unveiled as a concept car in the United States by the end of 2024, this new model will enter the market with a price tag starting at over £100,000 (approximately $130,000), positioning it firmly in the ultra-luxury space. Built on Jaguar’s bespoke Electrified Architecture, this platform will underpin all future models, creating a new foundation for high-performance electric vehicles. By 2026, the lineup will also feature an electric SUV aimed at taking on the Bentley Bentayga, as well as a large electric sedan to follow later in the decade.
Jaguar Phases Out Gas Models, Gears Up for Ultra-Luxury Electric Revival Under Tata Motors
The restructuring has led to Jaguar discontinuing all its current internal combustion engine models in the UK. This includes the E-Pace, XE, XF, F-Type, and the recently axed F-Pace, the latter of which was Jaguar’s best-selling model globally in 2023 with 21,943 units sold. While the number pales in comparison to global sales of other luxury SUVs, the F-Pace’s popularity highlights a challenge Jaguar faces: creating a strong foothold in a highly competitive market where consumer demand is increasingly skewed towards electric SUVs and high-tech luxury offerings.
Although new Jaguars have disappeared from UK showrooms, the current model lineup will remain available for international markets. However, with JLR’s global focus on achieving a zero-emission lineup, these models are expected to phase out within the next few years, gradually making way for Jaguar’s ultra-luxury EVs.
Since Tata Motors acquired Jaguar Land Rover in 2008, Jaguar has seen a series of shifts in brand positioning, though none as transformative as this full electric rebranding. As a legacy brand reinventing itself amid the electric revolution, Jaguar aims to carve out a new identity and elevate its appeal to affluent, eco-conscious consumers.
As Jaguar prepares to unveil its electric concept vehicle later this year, anticipation builds around how the brand’s new EV designs will capture its historic reputation for elegance, performance, and innovation in a world dominated by SUVs and electric drivetrains. With the bold reimagination of Jaguar now in motion, the future of the brand looks to offer a fresh blend of British luxury and sustainability, tailored for the modern world’s discerning elite.
