JLR in its infinite wisdom decided to end Jaguar sales until it is 'revitalised' as a luxury marque as opposed to a premium one.
I personally felt they could have kept the F-Pace and i-Pace going through the transition period. I won't even go into axing the XJ after having spent up large developing it.
They will be hoping to woo new customers and being fully electric, buyers of such vehicles seem more willing to move to something new and exciting. But how many luxury car buyers want BEVs?
It is a gamble to go all electric and having all your eggs in one basket is high risk, if not incompetence.
With sales having ended in the UK so dramatically, there were zero deliveries since Q1. It is excessively premature.
Despite that and sales winding down everywhere, the sales drop is just 57%. Deliveries were a surprisingly high 6,159 in Q4. In early 2026, we can expect Jaguar sales to dry up quickly.
Jaguar needs to deliver on its new direction. From a styling point of view the teasers don't impress me. Hopefully, reality is kinder.
Models: Some countries stocked up to keep sales going as long as possible, a logical move lost on the UK. JLR's operation in China manufactured the XE and XF and most of their sales in 2025 were located there.
Data & photos JLR.
Regions: I used to publish them but they haven't been released in the second half of 2025. With sales petering out, not a big issue.
