Jaguar Embarks on Brand Renewal and New Model Announcement

End of an Era: Jaguar F-Pace Sales Discontinued in the UK

The Jaguar F-Pace, a large SUV, has ceased sales in the UK market. As a result, all new Jaguar car sales will be halted in the UK until the next generation model arrives in 2026.

This summer, sales of the XE, XF, and F-Type, produced at Britain’s Castle Bromwich factory, and the E-Pace and I-Pace, assembled at Magna Steyr in Austria, were discontinued. However, the F-Pace, I-Pace, and E-Pace continue to be produced for the global market.

Jaguar’s Major Brand Overhaul

Jaguar will embark on a significant brand overhaul later this year. A concept model of an electric 4-seater GT with a maximum output of 600ps, equivalent to the Porsche Taycan, is expected to be unveiled.

Following the concept model, a luxury SUV equivalent to the Bentley Bentayga and a luxury sedan will be released in 2026. All three models will be built on a new Jaguar-specific platform called JEA.

A “Reset Period” for Jaguar

Jaguar will take a “reset period” before introducing the next generation model, according to managing director Loudon Glover.

A statement from JLR (Jaguar Land Rover) confirms that Jaguar new car sales will end ahead of the new brand launch at the end of this year and product launch in 2026.

Jaguar’s Sales Performance

Last year, the F-Pace sold 21,943 units worldwide, more than the other six models combined and more than double that of the second-place I-Pace (7,000 units).

JLR’s main sales vehicles are Range Rover, Range Rover Sport, and Land Rover Defender, accounting for more than half of the total sales. Against this background, Jaguar has decided to revamp its brand and lineup.

New Models on the Horizon

JLR CEO Adrian Mardell stated that the discontinuation of Jaguar’s current lineup is due to a lack of profitability. The new models, with a newly designed architecture, aim to change this.

View the full gallery: 13 photos of the Jaguar F-Pace