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.
It's a shame that this new direction will take Jaguar away from the existing loyal customer but I see the marque cannot straddle both. They will be hoping to woo new customers and being fully electric there seems less loyalty and more willingness to move to something new and exciting. Jaguar needs to deliver on that and from a styling point of view the teasers don't impress me. Hopefully reality is kinder.
Models: The F-Pace is still on top but currently has 35% share of Jaguar deliveries, The i-Pace has actually managed to increase by 7% and is now up to 29% of the total. The XE and XF are mainly sales in China but they too are petering out. Overall an expected 60% reduction.
Data & photos JLR.
Regions: With the UK having an unusually high Q1 last year and now stopped supplying dealers in 2025, the 74% fall isn't surprising. North America did better than most but I'm not sure how long stock will last. I think they were trying to keep sales going longer than the UK.
The 'Other' did amazingly well, perhaps being for the most part further away from production points may have been responsible. They may have also stocked up a bit too, not wanting the extreme situation the UK went with.
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