Thierry Bolloré, who was CEO of Jaguar Land Rover (JLR) until the end of 2022, had nevertheless announced that the i-Pace would be improved over time and that it would have a second generation with a place in the 100% electric range of the English brand. His replacement, the group’s former financial director, Adrian Mardell, completely contradicts him. It announces the end of the Jaguar i-Pace from 2025. This does not shorten the career of this SUV launched in 2018 too much, but does signify its failure.
For Jaguar, we are in a zone of turbulence. The manufacturer will switch to a 100% electric range but the date is not yet precise. It must, according to the elements in the possession of the boss (in an interview with Autocar) take place in the first half of 2025. This is where the “old” Jaguars, including the i-Pace, should bow out. JLR should be a bit more specific in early 2024.
17 billion euros of investment
But the i-Pace will remain in place until then to stay within the nails of the CO2 emissions imposed in Europe. It is also sold practically only in (extended) Europe. JLR is betting big on its upcoming electric Jaguar range. The ambition is to go back to 4000 cars per month for Jaguar. An “important” figure but which will remain behind those of Land Rover. Models like the Range Rover or Range Rover Sports alone sell for more than this target figure for any Jaguar.
Jaguar is going to have to seriously bounce back not to see Tata Motors definitively draw the curtain on the brand which earns less than Land Rover. When there were shortages of microchips, JLR favored Land Rover with its strong sales and high-margin vehicles.
By eliminating its entire current range, even the electric i-Pace, Mardell hopes for a life-saving new start with a 100% renewed range. The first Jaguar “new era” vehicle is expected to be unveiled in late 2024 for a H1 2025 launch. The first three models in the new electric range will be based on the new JEA electric platform. It must be sedans, coupes, GTs, etc. The other platform, ELR will be for SUVs (so Land Rover).
Our opinion, by leblogauto.com
17 billion euros of investment will be made in total to electrify the brand 100%. You must not miss it! Tata Motors could be tempted to downsize or even cut power to Jaguar if things don’t improve with this new range. Jaguar has ultimately always been a concern for owners. We remember Ford struggling to find a sustainable economic model.
Yet the image is still there. But, it doesn’t work. The i-Pace is a commercial flop. Presented with great fanfare, even being the subject of a parallel race of Formula E to advertise, this “anti-Tesla” broke his teeth there. Like Mercedes for that matter or others. Having a thermal past and large engines probably does not help to accept the all-electric. The qualities and defects of the i-Pace either.
Equipped with a 90 kWh battery, the i-Pace claims a range of 500 km WLTP which is honest. But the starting price of €93,100 (France as of August 18, 2023) does not help sell this big baby. In July 2023, in France, Jaguar is 97 registrations and 578 since the start of the year.
