Jaguar will cut four models from its U.S. lineup this year, according to a new report. That would leave the brand with just one model on dealer lots.
Industry publication Automotive News reports that the decision prepares the ground for a new strategy at Jaguar. The brand wants to move further upscale.
Jaguar is a storied British brand with a romantic reputation. But romance and strategy are different things. Over the past few decades, Jaguar has been everything from a sports car builder crowned by an exotic supercar that set speed records to a division of Ford trying to lower prices to compete for the masses.
According to AN, Jaguar will end production of the XF sedan, F-Type sports car, E-Pace compact crossover, and I-Pace electric car this year. That would leave the F-Pace SUV as the company’s only current product.
Sales lots won’t stay bare, though. The company plans three new all-electric models and a move to higher prices, AN reports.
Parent company JLR has tried something similar with its Land Rover brand. The company is splitting Land Rover into separate lineups based on its existing models – a Defender brand, for instance, and a Discovery brand. It plans to take them upscale, with high-luxe, high-performance models like the $150,000-plus Defender Octa.
